O’ Neill stated that once a person’s imagination is set in motion through the advertisements, the individual fears, quirks, insecurities and aspirations of people all come into play (O’Neill 130). This idea basically emphasized that such traits would be mirror images of the very society that created it. I agree with O’ Neill’s statement because the effectiveness of an advertising campaign relies on the very values that the majority hold into.
Despite the fact that advertising shapes people’s perception (O’ Neill 133), it could only rely on existing instincts and values of human beings. It needs to mirror these traits to become effective in campaigning for a product or service. An example is the application of sex in most ads. Successful campaigns are usually based on what attracts people to get their attention (O’ Neill 130). It is the natural instinct of human beings to answer to their primal lust as related to sex. In this manner, the advertisements are only mirroring values that society dictates among interactions of people. The same goes with routine or repetition.An advertising campaign would usually work if repeatedly embedded into the brains of the masses (O’ Neill 129). People tend to forget things that they do not encounter frequently. Through repetition, ideas and concepts can be remembered. In order for an advertisement to be effective, it must follow this trend. True enough, those who apply repetition in their campaigns are often successful in doing so.
Advertising simply relies on the natural instinct of people through values that they inculcate into society. Marketing campaigns does not really introduce something new. It only reinforces and mirrors traits that are already existing in our nature as human beings. In this case, the language of advertising only mirrors the quirks, aspirations, and fears of the very society that created it.