How Do the Media Encourage Us to Consume Fashionable Goods?
Over the recent past, there has been extensive research going on in different industrial fields. This has been triggered by world-wide technological advancements. Consequently, numerous fashionable goods have flooded global market and this has led to stiff competition among manufacturers. In order to stand above competitors, manufacturers are using all possible advertisement means with much focus being given to the media. Manufacturers not only forward the adverts to the media houses, but also wrap the adverts with fallacious stereotypical arguments aimed at biasing consumers choice for a specific fashionable good from a variety of goods. Such situations include use of people presumed to be heroes in the design of adverts. Thus, the media acts as a channel through which information on new fashionable goods is channeled to the consumers. Besides, the media comprises methods of passing information such as television, social media, online advertising among others. However, conservative school of thought refers to media as a product of mass society that is aims at destroying the social structure towards prejudice to fit into common opinions (Branston & Stafford, 2006, p.11-44). Hence, most advertisers abuse the confidence, which people have on media, to pass stereotypical advertisements for their own benefits as discussed below.
The media is mostly perceived as a democracy watchdog and a trustful source of information. This information is applied in forming public opinions that shape and influence governance as well as peoples behaviors. Community members are able to deduce the right and wrong practices in the society (Branston & Stafford, 2006, p.11-44). It also guides in attaining truth towards common concepts, which could touch on individual rights and use of different products. Media, therefore, serves as the public watchdog on market concentration of products. This is achieved through representation of common concerns reflected by consumers in the open marketplace in which it operates. However, this view is often challenged by the opinion that media tends to influence consumers behavior through advertising of products that are thought to be fashionable during prevailing seasons. More often than not, the informative role played by media pertaining advertising is often influenced by stereotypes, human interest, entertainment and other social activities that draw social attention (Branston & Stafford, 2006, p.11-44).
Advertising is the prime source of income for media producers such as newspapers, television and other electronic media. It is an avenue to creating central and dominant ideas and perceptions towards life, which are open to contestation. According to the neo-Marxist approach to media study, it is observed as a tool applied by the dominant socioeconomic class to influence the activities of the rest in the society. Media integrates the economic and political interests of the elite class and manufacturers, through which they exercise informal influence on the state, citizens and consumers. In this light, the media uses all its channels of advertisement to make maximum revenue from advertising. Influx of fashionable goods into the market has resulted in extensive advertising and thus the media is playing a very big role in sensitizing consumers on emerging fashionable goods.
Media has been known to influence both peoples mode of living, and their consumer culture. Consumer culture refers to trends in consumption, buying and spending on various goods and services. These experiences are usually related through shared consumer experiences by media such as television shows, advertisement, conformity and brand loyalty. Consumer culture is often dependent on the presence of new goods in the market, because people often prefer most updated fashionable goods when purchasing materials. These materials keep emerging and the media plays a major role in advertising. The media has diversified over the recent past due to emergence of new technological devices and new fashionable goods used in the media industry. This has even enabled the media to offer live broadcast of events. In general, the media is on the frontline in fostering use of fashionable goods and this has greatly benefited the society and changed the way most chores used to be done.
There has been development of fashionable goods from all industrial fields. Information on fashionable goods such as cosmetics, lifestyles, clothing, and electronics among other is passed through music videos, television shows, intentional advertisements, and electronic social media. This is more appealing to the youth. Youth are always optimistic when it comes to fashion and they have more cash at their disposal that is not committed for other purposes. This group is targeted by advertising media and producers who are willing to present their products in appealing packages and in a way that will either visually attract target group to purchasing the items or bias their decision.
Stereotypes advertisements are opinions that place entertainers, business achievers and other influential individuals as product ambassadors to influence the decision of the consumer in favor of the product. This creates the perception of confidence in the product and its efficiency since these individuals have value attached to their opinions. This is common in UK where information is shared mainly through electronic media socializing consumption behavior. For instance, during the London Olympic 2011, the P&G products such as Gillette, Ariel, among others were highly advertised using successful athletes with the intention of appealing to the local market. The use of sportsmen such as famous footballers in the European teams in advertising products such as LG electronics, Adidas Sports Wears are some examples of how media is used by manufacturers to socialize consumers with a bias favoring their products. Artist in music and movie industries are appealing to youths, especially teenagers who imitate their fashion trends. Manufacturers are utilizing this as an avenue to market fashion products such as clothing, perfumes, shows and other trending items.
A product can not exclusively be a figment of imagination since this may not appeal to the general public, which is often the target group of manufacturers. Media content is, therefore, a product of superior creativity and socialization in the society, hence, the influence of social structures or social heroes remain eminent (Dyer, 2002, p.15-37). For instance, a common stereotype that women are submissive and sexually appealing while men are more dominating is applied by advertisement agent to present products such as Nivea lotions and deodorants. Since this is a general perception, creativity is required to place the product in an appealing advertisement. Most cultures are welcoming and warm to visitors (Dyer, 2002, p.15-37). This idea has been creatively applied by the Qatar Airways to appeal its clients for its high quality services. The idea of having the hostess offer helps to the strayed individuals both on land and on board targets to place the service provider at an edge above competitors.
In conclusion, information sharing and development of ideas are fuelled by media. Consumer behaviors and consumption culture is dependent on their awareness about existence of emerging fashionable goods. Incorporation of internet platforms such as Facebook, Twitter and LinkedIn in advertisement services ensures that this awareness reaches a wider consumer base hence encouraging use of fashionable goods. To counter rising competition in fashionable goods, manufacturers are maximally utilizing the media in advertisement. To increase sales, they stereotypically design the adverts to influence people choice in favor of their products.