Compositions


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    IMPACT OF THE ADVERTISEMNTS

    The advertising has deep impact into the minds of the viewers and readers especially among the children. Hence the ad makers must be aware of the social consequences of the advertisements. If advertisements merely sold products, it would cause less critical concern than it does, but it sells images, dreams and ideal ways of life. It sells, and then reinforces time and again, values - those of consumerism and class consciousness; and it trades in stereotypes.

    Today's world is the world of technology. Everything has the pace of a jet plane including the lives of people. So, advertisements are very crucial­ given the fast pace of life today. The advertisements open our eyes to all the latest facilities and trends and with that give us the chance and opportunity of choosing from the wide range of products available for we have little time to make discoveries about what is required. Advertisements ease our quest for commodities which satisfy our requirements.

    In today's society, one must consider - Is there any advantage of advertising? In many cases, it is only disadvantage - an annoying hindrance in our daily lives. It gets on our nerves, distorts the truth, and adds to the cost of the product. Advertising is designed for one purpose - to sell. To achieve this goal, advertises are willing to stretch and distort the truth, just to convincing people to buy their product. For example, an advertiser may convince buyers to purchase their product by stating that has been tested and found superior. In reality, the product is not likely to be better than any other - the tests themselves doubtlessly conducted by the promoting company - conducted to ensure at least something is superior about the product, even if it is only the color. These advertisements are worded carefully so that they are telling the "literal truth" - the truth is exactly what the words say, although people misinterpret the message by using conversational logic as something different - something better.

    As discussed earlier, advertising creates and sustains an ideology of consumption and it is a social force affecting Indian homes today. Therefore, its impact should be analyzed. Advertising is a social institution and a necessary social evil. Advertising is a social institution and its cost and benefit should be evaluated to determine the total impact of advertising on our social welfare the issue is not whether advertising is perfect, but whether the benefits of advertising outweigh the costs making social welfare greater than advertising.

    Advertising and its Impact on Society Everywhere you look, whether it is on television, magazines, the internet or billboards, there are dozens of products or services that are pushed onto consumers. The firms that are responsible for creating these advertisements are paid to persuade the consumer that he or she needs the product being advertised. The techniques used in the advertising industry usually focus on the benefits that will be brought to the consumer than on the actual product itself, giving people false hope for a better life if they buy their products. Why are people so easily influenced by advertising? One only needs to turn on their television to see why people are tempted to buy the latest and greatest gadgets on the market. Advertising diffuses information about commodities, markets them and persuades the common man of their place in his life.

    In fact advertising does more than this. It plays a role in social change. It celebrates change and internalizes change for those who become better by using a certain product/service. In short, advertising is the voice of technology; because of that it represents the intention to affect life.

    However, sometimes we buy what tempts us without the insight of what we need actually. This may not necessarily lead to fulfillment of what is actually required. Impressive images, videos, or captions are bound to leave an imprint on us. For example, media is flooded with the advertisements of beauty products and they all claim to make you fair in a few days. Women, and these days, even men are crazy about these things and as if in a trance, they buy these things even without consulting their dermatologist.

    In another instance, kids who take certain health drinks regularly are shown to grow stronger even if they skip meals. They claim these drinks to be the most delicious thing possibly existent. This creates a wrong impression of facts upon the children and the society as well and hence it would be quite wise if the advertisements are subjected to censor approval.

    Advertising, though originally used to market products, now, unfortunately, it seems to market feelings, sensations and styles of life; an astounding 'revolution in manners and morals'. All this has been possible through an efficient communication network which has revolutionized changes.

    The first impact that one gets from the advertisement is that the viewers have no choice of their own in making preference for the consumer goods they want to use in daily life. The advertisement imposes choices and preferences on the public mind through language, conversation, jingles, etc.

    This kind of aggression on the minds of the people, coming from different strata of the society, can create disturbances on traditional way of life of some category of people. In the long run, it is likely that social and cultural transformations of revolutionary nature are created in the society through such programmes. On the credit side, advertising has speeded the introduction of useful inventions. It has spread markets, reduced the price of goods, accelerated turnover and kept people in employment.

    The relentless propaganda on behalf of goods in general is considered by many a dangerous mode of brain washing in that advertising's central function appears to create desires that previously did not exist, or rather anxieties which respond to the advertisements (by going out and buying the advertised product or service) helps to assuage but only temporarily. At the moment, the media in order to earn revenue through advertising are implicated in creating a market for consumer goods. Though it is largely an urban phenomenon, the same commercial advertisements on television reach rural areas and can have disturbing effects on rural people, where wants are encouraged, whose appetite for luxury goods and services is whetted. This can lead to a sense of frustration among those who cannot afford them.

    Advertisements are the best way to educate the people. Many advertisements by the government agencies, NGOs and social welfare organisations have a great value in educating the illiterate and semi­literate people. Advertisements regarding AIDS, pulse polio, malaria, TB etc. are indispensable in eliminating dangerous diseases and social evils which are a blot on the fair name of humanity; These advertisements urge the people to en-shoulder their responsibility towards the society.

    Advertisements raise the standard of living of the people. They provide latest knowledge of a product and even the need of that product in raising the efficiency level of the people. The standard of living of the people is judged not from the demand for the necessities of life but from the comforts and luxuries. These advertisements have made the people choosy in this segment. Now the people prefer a better, a healthier and more convenient style of living. The people now believe in this idea "work -more and spend more". They have discarded the  idea of working more and saving more and the idea of hoarding  money for the posterity. Now, through these advertisements, they are  interested in reaping the crops of their own efforts.

    Advertisement industry involves millions of the people and billions of dollars. It is one of the richest industries of the world. They give employment to millions of the people. They are the impetus to the economic development of the economy. They have covered each and every part of human existence be it commerce, industry, real estate, matrimonial, sports, health etc. They keep the people alert and excited. They do not allow the industrialists to be slow and lethargic. They are bound to be on their tips and toes.

    But advertisements have their disadvantages also. The main disadvantage is that they distort and exaggerate reality. The popularise poor-stuff and thus befool the credulous people. They are aimed at only the profit of the producer, not the advantage of the customer.

    Such items as potato chips, chocolates and fast food are praised  beyond the limits of reasonability. Moreover woman is exploited for commercial purposes. Many advertisements are so vulgar and indecent that they pollute the atmosphere of the society giving birth to juvenile delinquency. There is no relevance of such advertisements.  Hence there should be a check on advertisements. The makers of the advertisements should aim at constructive aspect rather than on the fooling the innocent customers.

    Further, advertising has a definite role to play in rural development, and Indian advertising has made some progress in this direction as well. Advertisements of fertilizers, pesticides, farming equipment, cattle feed, etc. have reached rural market successfully. As every coin has two sides, we must be wise enough to make new inventions our friends; not foes. For this, one has to concentrate on the benefits while not forgetting and keeping in mind the solution for the darker sides so that harmony is sustained in our world.