The Influence of Advertising on Consumer Behavior
IELTS Writing Task 2
Response: Some people argue that advertisements have become so pervasive that they no longer catch people’s attention, while others believe that advertising still influences consumers’ purchasing decisions. In my opinion, although people often ignore ads, they are still likely to buy products they have seen before, making advertisements effective overall.
On the one hand, people are exposed to a vast number of advertisements daily, leading them to develop an unconscious ability to ignore them. Pop-ups, auto-play videos, banners, and other types of advertisements appear regularly, but consumers often close them as quickly as possible without even glancing at them. Advertisers attempt to counter this by making their ads blend in with regular content, but over time, consumers learn to recognize them. For example, many advertisements on Instagram appear as regular posts, but due to their sheer frequency, users can easily identify them as sponsored content.
On the other hand, advertising remains effective because companies use various marketing techniques to persuade consumers. Businesses offer discounts, coupons, and special promotions to attract buyers, even when the differences between new and old products are minimal. For instance, Apple frequently emails customers about the latest iPhone, offering exclusive deals and incentives, which ultimately persuades many people to upgrade their devices even if they do not need a new phone.
In conclusion, although advertisements are not as effective as they once were, they still influence consumer behavior through strategic marketing methods. Therefore, advertising continues to play a crucial role in shaping purchasing decisions.