In their advertising, businesses nowadays usually emphasise that their products are new in some way. Why is this? Do you think it is positive or negative development?

In modern society, brands tend to highlight that their product is distinct or innovative in some way while promoting. And

although

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there are certain reasons for

companies

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to imply their difference from other similar items on the market, I firmly believe that

such

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tendency may lead to false advertising and be disadvantageous for consumers.

To begin

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, it is generally known that nowadays' market is developing at a significantly high speed. That results in numerous

companies

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which offer practically the same

products

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. In its turn, it creates a requirement for brands to have a unique selling proposition, an element that would distinguish one particular company from its competitors. And though

this

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process may result in helpful and truly original items.

For instance

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, fitness bands that monitor user’s heart rate, oxygen and stress levels. It

also

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results in

products

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that are positioned as novel and ground-breaking, while being practically useless. A very good example here is skincare

companies

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, which manufacture all sorts of creams and serums that are supposed to be rejuvenating and have beneficial components. Whereas, in reality, the vast majority of those ingredients does not have any positive impact on skin. From my point of view,

such

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advertising certainly negative for businesses in the industry as well as for the customers.

Firstly

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, it may consequent in consumers’ mistrust.

Hence

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, causing a considerable decrease in

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’ profits and damaging brand image.

Additionally

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,

such

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promotions generate false needs among customers. As a consequence, buyers end up purchasing unnecessary

products

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.

Last

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but not least, manufacturers become quantity-oriented,

instead

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of being quality-oriented, which results in producing needles and sometimes even harmful

products

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. To sum up, due to the high level of competition on the market,

companies

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create more and more

products

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that are promoted as a novel.

However

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,

this

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is misleading in most cases. And

consequently

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, lead to a not only plunge in sales but

also

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negatively impact consumers’ loyalty to a particular brand.