Advertising In Society

Advertising plays a fundamental role in the development of a society. Over the years, advertising has evolved in different forms and types—from print to the Internet and the social media; yet it remained an important form of communication between someone who has something to sell and those needing it. However, defining advertising could be tricky with abundant meanings found in literature, although it can be correlated with communication, marketing, public relations and persuasion procedures (Arens, Schaefer, & Weigold, 2009). But advertising remains everywhere, as it can be seen at homes, in television and computer monitors, along the streets and even in the clothes a person wears.

Formally defining advertising makes it a “structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media” (Arens, Schaefer, & Weigold, 2009, p. 4). Meanwhile, the Institute of Practitioners in Advertising (2014) relayed a simple definition of advertising, in which it: identifies an existing problem or opportunity for a product, service or corporate brand; recognizes consumers who can best solve the problem or create an opportunity; and makes the most creative, pertinent and individual means of communicating the advertising message.

Advertising foster several effects to the society in general, as mainly manifested through the product or services consumers. This can generate sales that on the other hand might foster economic growth and development.

Such advertising process is embedded in the art of persuasion, wherein different techniques are used for consumers to get persuaded to purchase the product. The bo...

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...s attributes: status symbol, social and personal identification. These factors can generate positive correlation between the purchasing attention of buyers and the brand, especially in the aspect of brand loyalty and willingness to accept the brand’s other extensions. (Del Rio, Vazquez, & Iglesias, 2001)

However, several critics have cited the negative effects of advertising among consumers and the society in general. Commonly, these negative aspects are embedded in the way products or services are advertised and conceptualized to persuade an audience. Examples may refer to the use of female body to promote cigarettes and alcoholic beverages. The mere fact that cigarettes and alcoholic drinks, products named to destroy human health are promoted can serve as a negative use of advertising. With these, balance in using advertising as communication tool is encouraged.