1. Nelson's theory of advertising suggests that advertising serves two main purposes: informative and persuasive. The informative function of advertising provides consumers with information about products and services, while the persuasive function of advertising attempts to influence consumers' attitudes and behaviors towards those products and services. Nelson believed that advertising is most effective when it is tailored to the specific needs and preferences of the target audience.
The theoretical criticisms of Nelson's theory focus on several areas. One criticism is that advertising is not always informative and may instead use emotional appeals to persuade consumers to buy a product. Another criticism is that advertising may create false needs and wants in consumers, leading to unnecessary consumption and waste. Additionally, some critics argue that advertising perpetuates societal values and norms that are harmful, such as gender stereotypes and unrealistic beauty standards.
Empirical evidence suggests that both the informative and persuasive functions of advertising are supported by research. Studies have shown that advertising can increase consumer awareness and knowledge about products and services, as well as influence their attitudes and behaviors towards those products and services. However, the extent to which advertising is effective in changing consumer behavior varies depending on factors such as the product category, target audience, and the specific content and messaging of the advertising.
2. It is possible that the television advertising ban increased the cigarette industry's profits. While the ban may have reduced the number of people who started smoking, it also removed advertising restrictions on other forms of tobacco marketing such as print and outdoor advertising. This may have led to a shift in advertising strategies and increased competition between tobacco companies, ultimately resulting in increased profits. Additionally, the ban may have contributed to a stigma surrounding smoking, which may have increased the appeal of smoking to certain consumers. However, the overall impact of the ban on the cigarette industry's profits is difficult to determine and may be influenced by a variety of factors.