Advertising helps greatly in showing consumers what they really want. In the process of advertising, various techniques are being applied. Each technique may bring about either positive or negative effects on the products. This is usually guaranteed by the way various advertisers present their adverts to the consumers. According to most research materials obtained from the general population about the advertisement, the highest percentage of people consider advertisement a good thing. This is mainly because they believe it to be informative and essential.
Even though advertising is known for some positive effects, in my own point of view, this kind of communication has a lot of negative impacts on consumers and society in general. Some of the aspects that add certain negativity to the field of advertisement. The first one is the ethical aspect. It is known that advertisement has a completely demeaning and distressing effect on the public. As for the economic aspect, it is believed that advising is economically improvident. Finally, when it comes to the social aspect, one should face the truth – advertising provides little truth about a certain product. All these aspects are a few examples of how negative the field of advertisement can be to modern society.
Now let us look closely at each of the aspects.
Many experts consider advertisements the kind of notion that greatly corrupts our society. They tend to criticize the social orders that make up the society. According to Christopher Mayhew, advertisement teaches other different things that do not match with what the society teaches us in the aim of upholding good societal teachings that are essential. Christopher and Tory argue that “advertising introduces people to the good things of life.” This means that these things are full of pleasures in the world. These pleasures, in turn, are the things that we can only buy after they have been advertised. However, we cannot instill them in us so that they can be guiding us in our daily endeavors. The advertisements cannot inculcate in us good manners, honesty, kindness, friendship, sense of duty, or respect for the laws that govern us. These are the morals that enable people to coexist in a smooth and desirable environment. Instead, the advertisements lay their basis on things like aperitifs, chocolates, aperients, deodorants, cars, and perfumes. These are the things that can be only bought in order to satisfy human desires, and they cannot help with creating the society of the desired shape. Personally, I believe that it is of great importance for society to uphold the crucial things that help with steering it ahead of all the activities that are related to its social wellbeing.
As for the ethical aspect, advertising also plays an important part in emphasizing emotional and sexual desires. This exactly defines what Williams believes in. The expert states that “advertising keeps the industrial wheels turning.” This is true, but there is one thing. More types of advertisements exist, and they do not uphold the ethical values of a given society. According to society, things that are related to the sexual matters are perceived to be very crucial. Nonetheless, sexual matters should not be discussed openly, without taking into consideration the various people that are involved. They are believed to be only for the people who have attained the age of being allowed to discuss this. All the products related to sex should only be exposed to the people who have attained the appropriate age. On the contrary, it is so hard for the advertisers to target only the age that should be associated with sex matters. Due to this, they present their advertisements openly to the public, not excluding the people who are under age. In general, this leads to moral decay in the society because the young ones are exposed to various issues, which do not uphold the required morals of society.
When it comes to the economic aspect, the number of critics take advertising as a phenomenon that focuses on individual sectors. Advertising focuses on certain products that do not make people more productive when they engage in them or purchase any. On the contrary, these people become less productive. What is more, they tend to be getting less important to the society that they live in.
When purchasing these types of products, people become less economically productive, and thus, they do drag the performance of the economy of their society. These products include alcohol and junk food. These two types of products have various consequences when they are taken. Junk food leads to obesity that makes your body fat, weak, and unhealthy. As for alcohol, it makes people addicted and may cause various diseases that, in turn, worsens the quality of lives of the consumers. Such kinds of advertising of the products that cause negative effects to the people should be discouraged because they make our economy grow at a slow pace when the consumers get affected by these products.
What is more, advertisement experts are supposed to represent the major issues in society that aim at raising the economy. According to Christopher Mayhew and John Kenneth, such institutions as schools and hospitals are the ones that are supposed to be captured greatly in the advertisements. In most of the advertisements, a great number of things are highlighted, but just a few of those focus on the crucial things that our society would benefit from. Things like hospitals and schools are the ones that should be greatly focused on. They are crucial for people from all walks of life, age, nationality, and so on. However, instead of focusing their attention on the issues mentioned above, the advertisers concentrate on the industrial outputs and the things that detract humankind from its nonindustrial aspirations.
In order to steer any economy ahead, the schools and the hospitals are the ones that should be given the number one priority. The point is that schools provide education that is a must for people who, in turn, are the ones to draw economic models that enable the countries to prosper. On the other hand, the hospitals play a crucial part by providing all important treatments to the health of people who help build a happy society.
As for the social aspects, professor John Cohen criticizes advertisements by arguing that “advertisements only tell half the truth.” They are believed to present only a little truth about the products that are being advertised. The advertisers lure their consumers by providing sugary information about the products that, at times, is not trustworthy. They only do this in order to attract more of their potential clients. When they do so, they are able to convince a lot of their consumers that they do supply good products and society really needs.
It is important to give adequate and clear information about the products advertisers present. And each of the ad corporations must do that. This information should be factual, honest, and never should it contradict the standards of quality. Therefore, the advertisers that provide fake information about their products that has nothing to do with truth is a serious issue, which does not support the good morals of any society. This is the major thing that makes people in modern society think about ads in a negative way, as well as question everything available on the market. It is of great importance for the advertisements to be representing genuine information about the various products that the consumers might be interested in.
In order to understand that most of the advertisements have a negative effect on the consumers and the society in general, one is required to take a look at an example that contains all the parts that are used in the process of composing a standard ad. For instance, “Sprite helps one to obey thirst.” This advert is being used all over the world in order to market this Coca-Cola product by showing that people who drink Sprite are the only ones who obey their thirst. In real life, you can easily obey your thirst by taking plain water that is not only affordable but also good for your health. This is just one of the million examples of the adverts that show how advertisers use sugary language so that they can hook their consumers’ attention and convince them.
Taking into account all the negative influences and examples given above, I believe that the advertisers should at least provide factual information about the products they demonstrate to the world. Thus, the consumers will be able to purchase genuine goods that will provide them with the benefits they plan to get from these products. In turn, this will help with building the trust between the producer and consumer that will eventually make the world a better place.