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

In modern markets, it is common for businesses to highlight the

novelty

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of their

products

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in advertising.

This

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practice has become increasingly widespread in recent years.

While

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there are clear reasons for

this

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trend, I believe that it is largely a negative development. One key reason why companies emphasise “newness” is the intense competition in today’s consumer markets. As many

products

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offer similar functions and quality, traditional advertising methods are often no longer sufficient to attract attention. By presenting

products

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as innovative or upgraded, businesses can differentiate themselves from competitors and stimulate

consumers

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’ curiosity.

For example

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, smartphone manufacturers frequently promote minor design changes or additional features as “new models” in order to stand out in a crowded market and encourage

consumers

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to upgrade their devices. In

this

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sense,

novelty

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has become an effective marketing strategy to capture attention and increase sales.

However

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, from my perspective,

this

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trend has more negative consequences than positive ones.

Although

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advertising innovation may attract

consumers

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in the short term, it often creates unrealistic expectations and encourages unnecessary consumption. Many

products

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labelled as “new” offer only superficial changes rather than genuine improvements, which can mislead

consumers

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.

For instance

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, household

products

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or cosmetics are sometimes repackaged and marketed as new without any meaningful difference in performance.

As a result

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,

consumers

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may feel disappointed or deceived after purchase, leading to a loss of trust in brands.

Moreover

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, excessive emphasis on

novelty

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promotes a throwaway culture, where people are encouraged to replace

products

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frequently

instead

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of using them responsibly. In conclusion, businesses emphasise

novelty

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in advertising mainly as a response to fierce market competition and consumer attention pressure.

However

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, I believe

this

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is largely a negative development, as it can mislead

consumers

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and encourage wasteful consumption rather than genuine innovation and long-term value.