Manipulation in Advertising

• Essay should center on between one and three case studies. Other case studies can be mentioned, but only as means of backing up and underlining relevant points.
• The essay should be focused around the concept that beyond actual products and services, advertising “sells” hopes, illusions and dreams, manipulating the viewer into purchases driven by emotions rather than actual needs.
• The essay should look at what is the discourse of advertising, what characterizes it, the functions it meets and the effects it has on the public.
• The essay should list and discuss how advertising uses persuasive strategies to manipulate the viewer and how these influence behavior and emotion. (Examples should be given)
• The essay should also examine the choice of mediums in advertising and the reason why certain mediums are more impactful, from a manipulation point of view, than others. It should also look at how the impact of certain mediums has changed over time.
• The essay should explain and discuss how the mirage created by advertising through manipulation can often lead to disillusions and frustrations and how this could affect individuals, both physically and psychologically.
• The essay should discuss the possible negative implications of manipulation through advertising and the enhanced effect it could have on vulnerable sections of the audience. However, it should also emphasize the individual’s ability to read, to a certain extent, through the different layers of “reality” portrayed by advertisements and not necessarily take everything for granted, but filter his/her actions (such as buying decisions) through past experience and knowledge.
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