Advertising: the good and bad

Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.

“Advertising is far from impotent or harmless; it is not a mere mirror image. Its power is real, and on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle and real change. The power to prevail.” (Clark)

Advertising is used to promote goods, services, images, and anything else that advertisers want to publicize. It is becoming a major part of mass media. At times, we may view it positively; at other times we may just skip or ignore it. In order to attract audience, advertisers use various techniques on their advertisement to make people aware of the firm’s products, services or brands. Although the methods used by advertisers are infinite, they have a common goal: to persuade those who may become their customers to buy their products. An excellent advertisement will create a deep impression on its potential customers.

The impact of advertising on our society is a fiercely debated topic, and has been ever since the conception of advertising in its most basic form. There are negative and positive social and economic impacts upon society from advertising in its various forms.

Advertising promoting public welfare has a positive social impact upon society. It has been used to increase awareness in society about particular issues, and in doing so becomes a form of education. Anti drug advertising such as “It’s OK to say NO” and the “STAND” anti smoking campaign are just two examples of how society uses the advertising industry as a means to promote public welfare. The ‘Vote or Die’ campaign from the 2004 Presidential election encouraged citizens to get out and let their voice be heard, pushing society to take an active role in the leadership of the nation. Other forms of socially positive advertising include those advocating ...

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...around two or three dollars to produce, but the consumer may pay around seven or eight dollars. A large proportion of the difference obviously supports the heavy advertising television and print media campaigns. In response, it can be said that advertising stimulates a much more active economy, with vigorous competition between institutions, and higher buying rates of products, which leads to lower product costs for the consumer anyway.

The effects upon society brought about by advertising come in mixed forms, depending on the purpose and execution of various campaigns. However, society as we know it is based very heavily upon advertising and the negative social and economic impacts are not serious enough to outweigh the many positive social and economic effects on our society.

Works Cited

Clark, E. The want makers: Inside the world of advertising. Penguin Books, 1985.

Engel, Jack. Advertising: The Process and Practice. McGraw, 1980.

Wolburg, J.M. “Why television is the ‘wrong’ environment for public service advertising campaigns”, Journal of Consumer Marketing, Vol. 18 No. 6, 2001.

Wyburd, G. Competitive and ethical: How business can strike a balance. Kohan Page Limited, 1998.