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The Pros And Cons Of Advertising

1892 words - 8 pages

“Just do it” - “I’m lovin’ it” - “think different”. What do these statements have in common? They are slogans for some of the most well-known companies around the world. We immediately associate them with their respective companies because they have been advertised to their audiences as such. Advertisements have become such an integral part of corporations but why are they so important? It seems as if they affect our social psychology when distinguishing our needs from our wants. We should accordingly ask ourselves whether the use of advertisements to create demand creates a positive or negative impact on society. Conversely; does it stimulate demand and provide a positive influence on the general economy or, does it create a false sense of need, leading to materialism, or the over-consumption of social and natural resources? Through the use of various sources, this essay will establish proof that both theories have validity. By looking at the consumer’s point of view we can answer the question: could a consumer utilize these advertisements reminding them of products they may be interested in, or would they be shown an advertisement frequently enough that it induces a demand for the product on the basis of false sense of need? Moreover, this essay will look at the programmers perspective; using consumers as their commodity, selling their audience to business owners, using up there social resources, which overall leads to the act of consumerism. This creates stereotypically group based distributions of advertisements where programmers chose the right audience to whom they should distribute the advertisements. The business owner in turn uses audiences gathered from mass culture to sell their commodities through these advertisements, which uses up societies natural resources. Lastly, this essay will be discussing the implications of propaganda relating a false need to the way advertisements are socially constructing for them. This creates norms and popular culture that have been imposed and not accepted by society. To sum up, this essay will attempt to prove that advertising can positively impact society if individuals look at them from a critical perspective but can also pressure consumers to make purchases they wouldn’t otherwise make.
Webster’s dictionary defines a habit as: “a usual way of behaving: something that a person does often in a regular and repeated way”. Civilization has gotten use to the act of consuming advertisements. It seems that we now consume more than five thousand advertisements daily (C. Johnson) but we seem to focus more on the products of advertisements we more steadily use. This can be reflected in the way we decided what product we wish to purchase, and even which advertisements we chose to consume. We can better understand this message through Andrew S. C. Ehrenberg statement in his article:
The role of repetitive advertising of well established brands is therefore predominantly defensive – to reinforce already...

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