Consumers and Advertisers

Consumers and Advertisers have a unique relationship that has changed over the years. In "What's Wrong with Advertising", David Olgivy discusses advertising and it's effects on our lives. He states "My view is that advertising is no more and no less than a reasonably efficient way to sell" (352). Kathryn mentioned in her blog that the role between consumers and advertisers has shifted. I agree with this statement because I believe that we, the consumers, are not as gullable and naive as we once were. However, we do fall into the amusing and creative gimmicks every once in awhile. Olgivy also believes that consumers are not as easily manipulated, "One way and another, the odds against your being manipulated by advertising are now very long indeed" (356). Suprisingly, the consumers have control over adverstisements and whether they work or not. We either go out and buy the product or we choose not to. We have control over the success of the ads. On the other hand, advertisements are used and seen in everyday life. From commercials, to billboards, to the radio. It's pretty much impossible to avoid them, unless you completely isolated yourself from the outside world. So while I do believe that we, the consumers, have come a long way, we still can fall prey to advertisements and their catchy logos and jingles. Do you think ads are still in control over the consumers, or as the control switched over to the consumers?