Consumers encounter many advertisements in radios and televisions on a daily basis it is quite difficult to differentiate the genuine from the fake products in the market. Advertisement is a marketing science containing truths, exaggerations and lies to convince consumers that certain products are the best for use. The advertisement can influence somebody’s conscious mind where the customer understands through reading. The advertisements can also have an influence on the subconscious mind of a person in which the person cannot understand and are not clear. Consumers must understand that advertisers use their subconscious mind to entice them into buying the products.

Many advertisements that run in the media daily occur in peoples’ subconscious mind to draw the full attention of the users of particular products. An example of a subconscious advertisement technique is one that the advertisers pour soda over ice and it produces several bubbles phenomena that increases craving in individuals “It triggers our craving instinct”. People might not be 100 percent attentive to the advertisements on their screens, but the message still gets into their minds. Listening is just enough to get the message whether someone is watching the commercial or not. When someone is not completely focused on the screen, the critical senses are very alert, and the message is more powerful. Some advertisement in this category involves the banks advertisement for a new loan scheme before they increase the rates or the ones dealing with buying of shares in various companies. The company will advertise and convince the customers to be quick before the closing date for buying shares.

The other advertisement technique that affects the consumers’ subconscious mind is the one that creates a sense of fear in individuals. The advertisers send the right message to consumers at the right time such that it coincides with a happening in an area “You may think that it is pure coincidence, but it’s not”. For instance, insurance companies may advertise for a cover against terror attacks after a when a country is experiencing terrorist attacks. In such a case, many people will buy the cover for their premises to spread the risk in case they are attacked. A pharmaceutical company may air their adverts of certain drugs when there is an outbreak of a disease that requires that particular drug. Consumers will rush to buy it without finding out the truth concerning its action.

A number of companies give the false advertisement for their products and stop offering the products after a short period once they defraud their customers. Such companies are very harmful to consumers and the entire market and offer inferior commodities. Other companies may operate for years without being noticed though offering fake products and services. Other companies are very large such that even when they use deceit to influence consumers to purchase their products, the consumers find it difficult to sue them. The consumers may lack resources to sue them and get justice. Some adverts that emphasize on weight loss and exercises can be deceiving to consumers as they may be exaggerated by the company due to poor research.

Some advertisements concerning financial services promising consumers of reducing their financial burden can be dangerous such as the mortgage. Consumers may not take the time to find more information concerning its cost and comparing it with other financial services such as the normal loans. Apart from the loaned amount, the customer pays a lot of money as processing charges leading to escalated costs for a building. The service may never reduce the financial burden but will create more trouble for the mortgagee.

Some companies play with peoples’ subconscious mind by offering a guarantee if their product does not work in the specified period. An example is weight losing pills in which the advertising company promises to refund the money if the product does not work with the clients. The companies never honor such claims and the advert is just a fraud to lure more people into buying their products. Consumers should be very careful when buying such guaranteed products as they may end up losing a lot of money to the fraudsters. Researching more on the item can help consumers reduce the chances of falling into victims of fraud, as some of the products totally do not work. Consumers can log in to consumer-protection websites in the US to find out the legal and certified products in the markets. Complaining to the Better Business Bureau will help consumer’s fights for their rights in case they are deceived to buy substandard goods.

Some advertisement may give false information on the size of a product especially in print media while in reality the pack may be very small. Other may fail to disclose all the information concerning their product to the consumers. Exaggerated information is also very common in advertising, as the product do not turn out as the company proclaims. For instance, a company may advertise a drug, give its side effects, but omit some of the side effects to lure customers to buy the product. All the false advertisement aims at the subconscious minds of individuals who believe them without questioning or finding the facts. A company may feel that giving all information about its products especially the ones that are undesirable will lead to low sales. The company, therefore, hides some of the information to safeguard its interest.

However, not all advertisement are false and deceiving to the consumers as some target the conscious mind, and they can take the time to find more about the product. There are bodies that regulate the advertisements and many companies adhere to the set rules and provide the correct information about their products. If people feel uncomfortable with some of the adverts on the screen, they should report to the relevant bodies for action or file a case with the court of law. Many products satisfy the conditions as outlined by the advertisements and only a few provide false information. Consumers need to be careful and not fearful when doing their shopping for most of the commodities pass through regulators before getting into the market.

In conclusion, advertisements may not portray the real item of service being advertised as the companies aim at convincing consumers to buy their products. Some of the ways are instilling fear to the consumers making them buy without caution. Consumers need to beware of companies that are emerging and find out more information about them since some come for a few weeks then disappear. Taking the right action whenever one feels deceived by an advertisement is the right thing to do for consumers. The consumers should also buy products of the companies they trust and avoid buying simply because an item appeared on their screen.

I. Intro (1st paragraph)
A. Briefly describe concept of rhetorical strategies (aka advertisers use persuasive techniques to target certain groups)
B. Introduce both ads in a few sentences
C. Thesis statement: (Ex: With its humor and bold visual message, the Old Spice “Fiji” advertisement targets men between 18-35 years old; however, the exotic imagery and body language in Dolce and Gabbana’s “Light Blue” advertisement attracts affluent women between 35-50 years of age.)

II. Description (2nd paragraph)
A Describe each ad in detail (as if you are explaining to someone who cannot see it)
Focus on color, scenery, models, expressions, background, text, etc.

III: Repeat for Ad 2 (3rd paragraph)

IV. Analysis (4th, 5th, 6th, 7th, paragraphs)
A. Compare the rhetorical strategies of both ads
i. How do we know the target audiences?
ii. What are the moods of each ad?
iii. Describe color and its meaning (aka red means passion, etc)
iv. Break down each ad to its individual components and explain how we know each is targeting the audience you chose.
v. Explain appeals to logos, ethos and pathos.

Conclusion (8th paragraph)
A. Wrap it up and restate thesis and main points.