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Introduction
Revolutionary wealth is a book that presents the perspective of the future world. It narrates who will gain wealth, how it will happen, and what it means for the population worldwide. This work describes new opportunities that the future economy opens up for people in diverse areas, such as health care, energy, communications, agriculture, and business. Authors denote the radical revolution involving multiple unconnected incidents that shape todays modern reality. It is vital to note that authors foresaw many events that happen nowadays, mentioning the prosperity of advertising. The role of advertising is significant in economic development; it facilitates better promotion and helps the company to gain more profit. However, it is a crucial question whether more extensive advertising attracts consumers well-being and happiness. It is vital to examine which tools marketers and advertisers use to make people buy and how it affects consumer behavior.
Automatization and Promotion
Today, automatization and robots cannot scare modern people, as machines have become common attributes. For instance, people use smartphones daily, utilizing intellectual functions such as voice typing and tracking systems. Indeed, the authors state that machines were created for manufacturing products, and today, people have started to generate devices to produce robots (Toffler and Toffler, 2006). Consumers see many advertisements daily due to the increased media channels (Stafford and Pounders, 2021). In todays world, people nearly cannot imagine their life without fast technologies that make life more convenient. Scientists started to mention time machines several decades ago, and today these conversations are likely more reliable and truthful. Indeed, scientists cannot be sure what consequences such rapid progress can cause. Many modern goods and services tend to become peoples desires rather than necessities, and advertising helps to promote a more considerable amount of goods and services.
Wealth and Human Desire
Millions of people live in poverty and proceed to fight against hunger. Apart from providing themselves with essential needs, people are inclined to buy goods they cannot afford. Some suggestions might explain human behavior that strives to possess more products, although these goods are unnecessary. For instance, economists define wealth as utility; wealth guarantees prosperity and happiness (Toffler and Toffler, 2006, p. 34). People unconsciously connect possessions with the state of being healthy and happy. People are promised to become happier than ever if they buy luxurious items, whether they need them or not. Another factor that influences the human desire to be wealthy is on the surface; modern mass media show an enormous number of expensive things, houses, and cars. Many individuals worldwide use the Internet and follow various celebrities and bloggers who demonstrate luxurious items. Accordingly, people are impacted by beautiful pictures that make them wish the same.
Some religions are against human desires for wealth and invoke the world to seek happiness in spirituality. However, the information on how to become rich transferred from magazines, billboards, and television cause many individuals to want more wealth. In 2004, American companies spent 264 billion dollars on advertising in newspapers, journals, and radio (Toffler and Toffler, 2006, p. 35). It was made to foster people to buy goods and services and spend a more significant budget. Marketing strategies provoke a desire to buy unconsciously; many of these methods are not visible to ordinary internet users or readers.
Radical changes brought by modernization and industrialization meant prosperity and economic development several decades ago. Authors state that industrialism contributed to the development of enormous wealth, fostering the economy to prosper (Toffler and Toffler, 2006). Indeed, the modern world focuses on how to sell more and how to gain more profit. Overproduction and overconsumption are fundamental problems due to increased manufacturing and demand. People consume more goods than they might need; for example, many low- or middle-income individuals strive to buy luxurious items.
On the one hand, it can improve their mood or make them more confident. On the other hand, expensive purchases are still unavailable for many people worldwide; such desires often cause loans and significant debts. Overproduction is another severe issue that can cause significant problems on large scales. Nowadays, the variety of production is enormous; it is possible to buy almost everything from the Internet or shop. Indeed, the distribution of goods is inequal within countries; for example, people in India or Bangladesh do not have such availability of products than European countries do.
The economy has no more problems with developing such activities as financing, planning, advertising, distribution, and marketing: these notions are profitable for manufacturers and sellers. These activities bring more money than physical labor; thus, the trade becomes simpler (Toffler and Toffler, 2006). Therefore, the distribution of labor and wealth is unequal; agricultural and manual sectors receive less profit than modern manufacturing (Toffler and Toffler, 2006). For this reason, such countries as Brazil or India remain leaders in populational poverty; undeveloped sectors of modern trade explain it. Contemporary internet bloggers might earn more money than ordinary workers in factories. It is not connected to lower manual labor demand; this sector is not influenced by modern marketing, advertisement, and PR strategies. Additively, such activities can promote almost everything from goods to celebrities; the effect of global promotion is enormous. Therefore, proper promotion highlighting luxurys essence through mass media can force people to wish and buy unaffordable goods.
The Power of Advertisement
Companies rivalry is enormous today; more agencies appear, creating immense competition. An effective advertising strategy is essential for each companys prosperity and success. For instance, traditional radio, TV, billboards, and newspaper advertising is no longer convenient for modern customers. A significant part of the worlds population uses the Internet every day, and the contemporary world requires innovative ways of promotion. In mentioning effective advertisement considering areas of promotion is vital; for example, such radically different areas of beauty services and health care mutually need promotion to become successful. Advertisers involve psychological marketing to invoke customers emotions; for example, they can cause love, anger, fun, pleasure, and trust (Alwitt and Mitchell, 2022). Moreover, strategies can be relatively similar; various business spheres wish to increase their profit and attract more clients.
Radical changes touch upon all spheres of life, including marketing and advertising. In todays rapidly-changing world, almost everything becomes possible; marketers invent more innovative methods to promote products. For instance, previous advertising had no aim but to make people buy their product. Reversely, current promotions can make customers purchase with cognitive methods emphasizing the unconscious. Marketers utilize the method of expert opinion to cause trust in people, although there can be no expert who recommends this product (Alwitt and Mitchell, 2022). Accordingly, colors, memories, sounds, and pictures are used; these techniques create a united combination that invokes peoples feelings.
In advertising, specialists use different methods for planning; for example, the SMART objective is one of the most common and effective ways to plan the goal. The SMART goal requires profound research on how and where the specific aim will be executed (Aghera et al., 2018). Current promotion makes companies consider the best ways to show their products. Several decades ago, advertising experts were likely to use aggressive promotion, making customers immediately buy the product. People saw aggressive marketing on television and radio, and it is possible to recall direct strategies that forced people to buy. Moreover, advertisers were guided by several strategies, including threats; for example, companies made customers believe that without their production, peoples lives would become obsolete (Toffler and Toffler, 2006). Furthermore, aggressive telephone marketing was widespread: thousands of unnecessary calls were directed to people to make them purchase goods and services.
However, nowadays, the focus has shifted to more gentle and smooth advertising; marketers strive to encourage people to buy products and services. Interaction is a successful way to promote production, involving people to participate in the advertisement. One of the bright examples is the advertising campaign of 3M; marketers generated a witty promotion to attract more customers (Lim, 2021). There was an outdoor advertisement with a glass showcase, which contained an enormous budget. 3M claimed that the person who managed to break the showcase could take all money. People tried to break the glass; however, it was armored. The promotion cost only 500 dollars, as the rest of the money was false (Lim, 2021). It was an innovative marketing method to promote the product and draw the attention of new customers. Therefore, such a marketing method invited customers to participate and interact with the campaign, encouraging people to buy.
Effects of Promotion
Advertising is vital for companies to promote their products and services and increase brand loyalty. Brand recognizability and increased profit are evident advantages of advertisement; indeed, it has numerous issues which affect customers. It is critical to consider children in this issue, as they are the target audience for many bloggers and influencers. More than 81% of American parents allow their children to use smartphones and endow them with watching YouTube, TikTok, and other social media (Veirman et al., 2019, p. 1). Controlling and monitoring advertisements on the Internet is almost impossible; it can lead children to vulnerability and persuasion (Veirman, Hudders, and Nelson, 2019). Moreover, adult people are subject to impact; advertising can make them wish and buy goods they cannot afford. In addition, advertisement influences psychological processes and invokes various feelings in people (Alwitt and Mitchell, 2022). Therefore, apart from practical issues such as brand recognizability and loyalty, advertising can subject many customers to excessive buying and raise consumerism in children.
Conclusion
Overall, modern advertising is going through radical changes, which makes promotion to become more invisible, fast, and more effective. Marketers generate innovative methods to encourage people to buy goods and services and attract more clients. Advertisers invoke psychological techniques, allowing companies to increase the target audience. Furthermore, as mentioned by the authors, the labor scope is no longer equal; a significant part of the budget is spent on marketing and advertising activities (Toffler and Toffler, 2006). Apart from advantages brought by advertising, such as the availability of production and an enormous variety of services, it can attract adverse outcomes of overproduction and overconsumption. Therefore, a more extensive promotion does not necessarily mean the customers prosperity and well-being.
Reference List
Aghera, A. et al. (2018) A randomized trial of SMART goal enhanced debriefing after simulation to promote educational actions, Western Journal of Emergency Medicine, 1, pp. 112120.
Alwitt, L. F., and Mitchell, A. A. (2022) Psychological processes and advertising effects: Theory, research, and applications (1st ed.). Routledge.
Lim, H. (2021) 70 creative advertisements that make you look twice. Web.
Stafford, R. M., and Pounders, K. (2021) The power of advertising in society: Does advertising help or hinder consumer well-being?, International Journal of Advertising, 40(4), pp. 487490.
Toffler, A. and Toffler, H. (2006) Revolutionary wealth. Knopf Doubleday Publishing.
Veirman, M., Hudders, L., and Nelson, M. R. (2019) What is influencer marketing and how does it target children? A review and direction for future research, Frontiers in Psychology, 10, pp. 1-6.
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