The Effects Of Advertising Essay

1050 words - 4 pages

The Effects of Advertising

To advertise is to ‘make generally or public known, to praise
publicity in order to encourage to buy or use something, to ask or
offer by public notice.’ Advertising persuades, informs, competes and,
indeed, entertains.

The word ‘advertise’ comes from the French word ‘avertir’ which means
‘to warn’. Many years ago, chemists, barbers, prostitutes, etc would
have relied on advertising to promote their business. Chemists (or
apothecary) would have advertised their business with their logo- a
remedy bottle with a serpent snake wrapped around it. Whereas barbers
where instantly recognised by a red and white striped pole outside
their shop. Prostitutes would have advertised their speciality of sex
in a picture above their bed, in the brothels.

In the past twenty years, there has been an increase of two thousand
per cent in the amount of adverts shown on television each day (from
two hundred a day to four thousand, five hundred). In the 1980s,
people were happy to see an advert make the product look good but,
nowadays, people prefer honesty. People now want to see a just
society, ‘Asian families and people in wheelchairs in ads- not pretty
people!’ ‘Pester Power’ 1995. Death and sexuality were ‘never to be
seen in adverts’ but in recent years, companies such as DOE have begun
creating shocking ads to show the real ending- not a happy one.

A wide range of techniques are used in the art of advertising. Colour
immediately attracts attention. Although red, popular as it is and
yellow, bright and eye catching are the two most commonly used colours
in advertising, the simplicity of black or white can just as easily
gain the viewer’s attention. Celebrity endorsement has a huge
influence on advertising. In ‘Pester Power’, children were immediately
able to answer the question ‘ What are Gary Linekar’s favourite
crisps?’ with the correct answer ‘Walkers’ as he is used in the advert
to advertise this product. This, no doubt, shows the popularity of
adverts in themselves. Also, the question, ‘What do the Spice Girls
drink?’ was again correctly answered with ‘Pepsi’ as they had promoted
the product. This was because their pop icons advertised the product
and could have easily lead to young children thinking that if they
drink this juice, they will be like their idols. Sex is often used in
advertisement too, aiming towards teenagers and adults. A picture of a
naked or partially covered girl will instantly grab attention and,
although the viewers may not buy the product, they become familiar
with the company. Another good technique is comedy, which makes

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