Essay Sample on The Power of Media: Influencing Consumer Purchases

Mass media campaigns influence the purchasing behaviour of consumers. Advertisement is one of the methods used for product promotion. The message passed through media such as television and newspapers is passive. Companies use advertisements to grow their market share. However, some companies use unethical methods to promote their products. Companies publish wrong information to move their products. Success in the media campaigns depends on the ability of the channel to disseminate behaviour focused messages in targeting a large audience.

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Tropicana company advertised on print publication and television, including NYT and Newsweek, between 2002 and 2004. The advertisement claimed that taking three Tropicana oranges juice cups a day for one month raises HDL Cholesterol. They argued that the HDL Cholesterol increases by 21 per cent. The ratio of LDL to HDL is said to increase by 16% ("FTC quashes Tropicana's 'Healthy Heart' claims", 2020). Drinking twenty ounces of the juice every day increases the blood level of folate. The blood levels may increase by 45% and a decrease of 11% of homocysteine. The advertisement stated that taking 2 cups of the juice every day for eight or six weeks lowers systolic blood pressure. The blood pressure could lower by 10 points.

the piece was written by Panda, Ghosh, Pal, Kumar, Bhuyan, and Dash. The publication is peer-reviewed with a research aim, methods, and material, results, conclusion, and clinical significance. The piece is based on facts that have been analyzed scientifically. The study aimed at estimating the soft drinks PH levels. The study was carried out in the common soft drinks in the Indian market (Panda, 2017). The study sought to analyses and found out the pH of the soft drink. The research was carried out in the Indian market of beverage and juice industry. The drinks have different levels of impact on the teeth surface. The study found out that the average pH on the beverages analyzed estimated between 2.13 ±0.02 on Pepsi (Panda, 2017). Tropicana had between 3.41 ±0.02. Water pH ranged between 6.98 ± 0.01. from the analysis, Tropicana juice had mare impact on the tooth than the real oranges juice. Therefore, the findings indicate that the Tropicana juice has added unidentified ingredients that they use to produce their juice. The PH in fruit juices and carbonated drinks were below critical pH. The study indicates that beverages have harmful effects on the health of individuals.

Pepsi company and Tropicana company received legal action for false labels and advertising their product. The suit from California claims that PepsiCo and Tropicana labelling and marketing gave their consumers an impression that their product does not contain chemical additives. The law-suit argued that the content of the juice had artificially flavoured ingredients that were not disclosed ("Tropicana, PepsiCo Hit with False Advertising Class Action in California Over ‘Natural’ Orange Juice Claims", 2020). According to the claim, the failure of disclosing that they have an undisclosed gradient. Under the claims, the companies violate federal and California statutes and the states' common law. The juice had malic acid content, which does not occur naturally. Malic acid is manufactured from butane and benzene through chemical reactions.

Conclusion

From the discussion above, advertisements influence the purchasing power of consumers. However, some companies disseminate wrong information about their products. Tropicana company indicated in their campaigns that they use 100% natural product. However, the lawsuit and analysis from the study made by Panda et al. indicate that the company did not disclose all the ingredients they used in the preparation of the juice.

References

Panda, A., Ghosh, B., Pal, I., Kumar, V., Bhuyan, L., & Dash, K. C. (2017). Dissolution of Enamel on Exposure to Various Commercial Beverages Available in India. The Journal of Contemporary Dental Practice, 18(11), 1009-1013.

Tropicana, PepsiCo Hit with False Advertising Class Action in California Over ‘Natural’ Orange Juice Claims. Classaction.org. (2019, June 21). Retrieved, July 4, 2020, from https://www.classaction.org/news/tropicana-pepsico-hit-with-false-advertising-class-action-in-california-over-natural-orange-juice-claims.

FTC quashes Tropicana's 'Healthy Heart' claims. bakeryandsnacks.com. (2008, July 19). Retrieved July 4, 2020, from https://www.bakeryandsnacks.com/Article/2005/06/03/FTC-quashes-Tropicana-s-Healthy-Heart-claims.