How Not to Become Part of the Manipulation of American Advertising

What is American Advertising Like?

It’s commonly believed that Japanese advertisers are unbeatable. Well, not quite! The USA will wipe the floor with everyone. In the commercial center of the world, they know how to do promotion, and there’s no arguing with that.

Read the article and find out how Americans promote unnecessary junk through infomercials, where pity is used to influence, and what can be sold through heart-wrenching stories.

History of American Advertising

The first advertising appeared with the first settlers, and it wasn’t particularly interesting. Most of the time, it was just announcements about trade and sales. But Americans quickly figured out that the brighter the labels and the more amazing qualities a product claimed to have, the quicker their pockets would fill up. And so it began.

Anything could be used for advertising — walls, flyers, posters... In 1729, Benjamin Franklin's newspaper became a record-breaker in circulation just because it was filled with graphically designed advertisements. By the mid-19th century, advertising agencies started popping up like mushrooms after the rain. The industry began to work at full capacity, offering millions of solutions for different audiences and becoming an integral part of commerce.

In the 1920s, advertising became both an art and a science. Marketers began researching consumer behavior, using psychology in their campaigns, and influencing the masses through radio and print publications. It was around this time that television advertising emerged, literally exploding onto the market and making advertising a mass phenomenon.

Let’s take a look at what the world of American advertising is like today, how it differs from European and Asian advertising, and what trends are emerging for the future.

TV Ads

Television is a real goldmine for various promotional plots. And Americans know very well that it is through TVs that they can reach most of the population.

It is almost impossible to describe all types of American TV advertising — there are an incredible number of them. But there are some main ones that make up the eternal classics of broadcasting.

• Infomercials
  30 minutes of convincing you that life without a miracle mop for $49.99 simply can’t go on — they can, they know how, and they practice it. Although we perceive infomercials as selling useless junk at inflated prices (and it often is), Americans absolutely love this format. Sometimes entire TV channels are dedicated to it, with 24-hour broadcasting.
• Food
  Always close-ups of perfectly fried pieces with dripping sauce, chocolate-covered desserts, and drinks fizzing with bubbles and ice... All designed to make your stomach growl, as they say. Fast food chains particularly love this. The results of the nation’s effectiveness are obvious. And on the waistline.
• Medications
  After eating, it’s a sin not to get treated. They promise to cure everything — from excess weight, dandruff, impotence, headaches, weak immunity, dysbiosis, and so on. 99% of these ads come with a list of rather scary side effects and a warning that the product should not be used without a doctor’s consultation. But who cares?
• Luxurious life
  And here it doesn’t matter what exactly is being advertised — cars, homes, resorts, or dog grooming salons. Any hint that dollars can be exchanged for a sense of self-importance, and Americans will throw money like hypnotized.

But that’s not all that American advertising has to offer.

Audio advertising and Storytelling

One of the favorite techniques in American advertising is often used in audio formats. Americans are recognized masters of mind manipulation. And, of course, they have long known that the best advertisement is the trustworthy story of a friend, and almost a public confession. Especially when the voice is involved, as it is one of the most intimate communication channels. That’s why radio stations often air this very block.

In addition to heartfelt stories about everything under the sun, audio advertising is saturated with various sound effects, which even to some extent help to brainwash the audience.

Internet advertising

The online space continues to take over the world. From banners and contextual ads to videos on YouTube — online advertising allows you to target the right audience with pinpoint accuracy. Social media has become one of the most important tools for brand promotion, offering enormous opportunities for personalization and feedback.

The most familiar methods of advertising distribution also differ in variety.

• Email Campaigns
  And this doesn’t necessarily mean spam. Email newsletters are a full-fledged promotional tool, and their design is approached with great responsibility. Usually, it includes stylish graphics and a selection of useful links.
• Viral Videos
  No explanation needed here — it’s the most effective hook out there.
• Banners
  Here, it’s pretty conservative, in the best traditions of poster art. Despite always high-quality design, advertising banners serve merely as a supplementary means of promoting a product or service.

Outdoor advertising and physical media

Here, it's a bit more modest. Of course, if you can call giant billboards and banners modest. Typically, this kind of advertising is placed in crowded places, along roads, and in stores.

Billboards, banners, and advertising signs are still relevant, especially in large cities. When you need to be noticed immediately, outdoor advertising is what grabs attention and leaves an impression.

Specifics of American Advertising

What sets advertising in the USA apart from advertising in other countries? Here are a few key features:

• Innovation
  The USA is always at the forefront of marketing and technology. Even if other countries have yet to master a new platform or advertising format, Americans are already actively using it to promote brands.
• Creativity and Scale
  American advertising agencies are known for their bold and unusual approaches. They are not afraid of experiments and large advertising campaigns that go beyond the usual commercial or billboard.
• Personalization
  In recent decades, advertising in the USA has become more personalized. Thanks to big data and technology, advertising is no longer just mass marketing but is now targeted at specific individuals.
• Legal Restrictions
  Unlike other countries, advertising in the USA is strictly regulated. It’s often easier to understand where advertising begins and ends, such as with political ads or advertisements for tobacco products.