Advertising and Customer Values. To what extend does one influence the other?

Term Paper , 2015 , 14 Pages , Grade: 1,1

Communications - Public Relations, Advertising, Marketing, Social Media

(How) Does advertising influence customer values? Can advertisers shape their audience's cultural values in their interest? Or do advertisements simply appeal to values pre-existing in a society?

These questions are nowadays more relevant than ever before especially regarding the U.S. culture and advertising industry, which are serving as the objects of study. In the course of developing an answer, secondary research is conducted in the form of analysis and interpretation of literature, journal articles, reports and studies.

In the course of developing an answer, secondary research will be conducted in the form of analysis and interpretation of literature, journal articles, reports and studies. The paper is set up as follows: Chapter 2 will precisely define and discuss the terms employed, and provide an in-depth look at U.S. values and their history. Chapter 3 will elaborate the mechanisms by which advertising influences vari-ous constructs on behalf of its audience, complemented with two studies related to the topic. Chapter 4 will conclude by bringing together the values treated in chapter 2 and the effects of advertising dis-cussed in chapter 3.

Table of Content

1 Abstract
1.1 Definition of advertising

2 Customer values in the U.S.
2.1.1 Historical background of U.S. cultural values
2.1.2 Recent research on U.S. cultural values
2.1.3 American dream and U.S. cultural values

3 How advertising influences customer values
3.1 New view on the process of segmentation, targeting, positioning (STP)
3.2 Advertising normalizes what it endorses
3.3 Advertising appeals mainly to extrinsic values

4 Conclusion and limitations
4.1 Conclusion
4.2 Limitations

5 Source directory
5.1 Bibliography
5.2 Internet sources
5.3 Other sources

• Grade: 1,1
• Author: David Apel (Author)
• Publication Year: 2015
• Pages: 14
• Catalog Number: V302628
• ISBN (eBook): 9783668009691
• ISBN (Book): 9783668009707
• Language: English
• Tags: Advertising, Values, Culture, Business Ethics, U.S., United States, American Dream, Extrinsic Values, Intrinsic Values, Customers, Consumerism, Materialism, Consumers, Marketing, Consumer Research, Intercultural Management