Research Paper for the Culture of Consumption

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Research Proposal

Ying Zhang

250947732

MIT 3216F

2020/10/1

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This research paper focuses on analyzing the effects of advertisements on consumption

and how they relate in the current century (Yang, K. C., 2017). Advertising is a process of

communicating to customers especially and convincing them to purchase a certain product or

pass on certain useful information to customers about a particular product. This factor is very

essential in consumption because customers and buyers rely on it to get a good product. Ideally,

many people in the market sector have adapted to change in market demand when it reaches a

point where the new advertisement has to be created. (Mishra, O. 2020).

The use of advertisement as a means of marketing products has gradually increased in the 21st

century due to the development of industrialization which focuses on the production of

manufactured goods (van Noort, G., 2020). Therefore, through advertisements, many companies

have come to a point whereby there is stiff competition in supplying manufactured goods, so for

a certain company to remain on top it must produce good and quality goods that satisfy the needs

of consumers or customers.

Also, advertising has greatly changed consumer behavior from needs to desire. In the current

generation, many people don’t just go for what they need but what they are viewing as best and

can satisfy their desire (Madin&Rashid, 2016). Again, advertising is a clear way of putting

whatever thing that is being sold openly and realistically such that an item or project sold is in a

positive light.

In conclusion, advertisement is a very important aspect of marketing because it portrays the

exact quality of a product which satisfies consumer’s needs (Xixiang, S., 2016). Again, this

factor helps consumers to know what is happening in the current work, for instance, if there is a

new product, marketers will be able to know and the procedure of getting it.

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References

Madni, A. R., Hamid, N. A., & Rashid, S. M. (2016). Influence of Controversial Advertisement

on Consumer Behavior. The Journal of Commerce, 8(1-2), 14.

Mandliya, A., Varyani, V., Hassan, Y., Akhouri, A., & Pandey, J. (2020). What influences

intention to purchase sustainable products? impact of advertising

and materialism. International Journal of Productivity and

Performance Management.

Mishra, O. (2020). Communicating a company's higher purpose to conscious consumers through

online behavioural advertising. The Marketing Review, 20(1-2),

93-108.

van Noort, G., Himelboim, I., Martin, J., & Collinger, T. (2020). Introducing a model of

automated brand-generated content in an era of computational

advertising. Journal of Advertising, 1-17.

Xixiang, S., Gilal, R. G., & Gilal, F. G. (2016). Brand experience as a contemporary source of

brand equity in 21st century: evidence from the Chinese consumer

market. Int J EducRes, 4(9), 63-76.

Yang, K. C., Huang, C. H., Yang, C., & Yang, S. Y. (2017). Consumer attitudes toward online

video advertisement: YouTube as a platform. Kybernetes.