Advertisement Do More Harm Than Good?

Advertising Affects On Society

Advertising has become as much a part of our lives as breathing. When you turn on the TV, open your mailbox, drive down the street, pick up your phone, or surf the Internet you come face to face with some facet of advertising. In his essay "How Advertising Informs To Our Benefit," John E. Calfee explores the concept that "advertising provides society with useful information that we might not otherwise receive" (210). I would have to agree that advertising has a profound effect on our society as a whole. It has developed into one of our cultures primary sources for information, solutions, ideas, and entertainment.

In view of the fact that advertisers reach a broad spectrum of people, by using resources such as television, magazines, newspapers, billboards, the Internet, etc. it is easy to see how they can have such an impact on society. For Instance, "In 1984, to increase consumer awareness and consumption, Kellogg's started using health claims as part of their advertising campaigns" (Calfee 214). Other markets soon followed suit with products ranging from bread to toothpaste. Rapidly advertising became a medium for providing essential health information to consumers, who for one reason or another, may never have received this information, proving Calfree's theory, "advertising is necessary for consumer welfare" (212).

But what about advertising for products such as, cigarettes, alcohol, and violent video games. The fact is that the advertising of such products brings about consumer awareness which can prove to be very beneficial in itself. Take violent computer games for instance. A great deal of controversy over the harmful effects these games can have on our society is a direct result of advertising. Controversial advertising brings about media coverage, which leads to even greater consumer awareness. This exposure gives parents vital information, which can help them in protecting their children against such harmful products. Regardless of whether advertising is negative or positive the information and awareness it creates is beneficial to consumer welfare to some extent.

There in lies the love-hate relationship consumer's have with advertising. We live in a busy, fast-paced society. Therefore, advertisers must catch our attention quickly, must appeal to our emotions, communicate a products benefit in a few quick words, and create a lasting impression if they want to be affective.

Advanced technology makes it easy for advertisers to reach mass audiences, specific target groups, (teens, women, men, elderly, etc.) and even specific individuals on a daily basis. Advertising also benefits our rapidly changing society by keeping consumers informed of new products and services. Without advertising how could consumers possibly keep up?

However, one could always argue that even if advertising does inform to our benefit how do we know the information is credible. As a society, we are aware that to motivate consumer purchase and consumption advertisers strive to create a want where there is no particular need. The advertising industry is aware of consumer skepticism and realizes they must address the credibility issue. They have found the most effective and inexpensive way to do this is by "challenging the competition, raising questions, and making it perfectly clear that the seller invites comparisons" (Calfee 216). Approaching the issue of credibility in this manner, gives consumers the impression that manufacturers have conducted enough research to be confident in their product.

There will always be questions and skepticism when it comes to advertising, but the fact is advertising has been a major part of our lives from infancy to adulthood, and will continue to be far into the future. It will continue to flood our minds with pictures and slogans targeted toward our need for self-actualization, self-esteem, our need to belong, and our desires to be healthy and attractive. In order to be beneficial to our culture as a whole we as individuals and together as a society must stay informed. From the young to the old we will continue to learn, be persuaded, and often times even manipulated, as new generations, fads, and technology work together to thrust us forward into the next advertising millennium.

author: Debbie -Grandparenting Site Steward

Analysis of Advertisments.

Product type: Drink

Brand name: Mirinda
Claims:
Person:
Placement:
Point of view:
Posture:
Persuasive language:
Target Audience: Public

Product type: Lollipop

Brand name: Chupa Chups
Claims:
Person:
Placement:
Point of view:
Posture:
Persuasive language:
Target Audience: Childrens