We may don't notice this, but we are exposed to a massive amount of advertising every day. From newspapers to television, and even at the seat of the bus, you can face the advertisements. They steal your mind and drag your interest to something you didn't care about. Some advertisements fail to do so, but still, the fact that they are everywhere is important. But, those things that advertising do, are not recognized as a positive effect but penetrating people. Some would think that advertisements are the things that should be avoided, like a case of SPAM mails. However, I want to argue that advertising is helpful to society.
The original purpose of advertising is to announce someone or something to public. Its basic meaning is not a commercial image that we have been thinking of. And there are various type of advertising. We can just divide into two(like commercial advertising and public service advertising). Or, we can divide the type by the methods to advertise(print, guerrilla, broadcast, outdoor, mobile, online, etc). With the growing number of advertising methods and it's impact, the influence of advertising also skyrocketed. For example, the worldwide advertising market spend 500 billion US dollars total, remaining huge proportion on the global market.
Advertising is helpful to society. First of all, by raising production and consumption, it invigorates the world economy. Advertisements courage people to spend their money on particular products or services, and people's consumption make companies produce. This role of advertising can keep the market stable by circulating money continuously. Example of US, a study performed in 2005 by Global Insight, showed that advertising helps to generate more than $5.2 trillion in sales and economic activity throughout the US economy annually. In addition, advertising-supported the economy for more than 21 million jobs, that is about 15.2% of the US workforce. Second, advertising is a great indicator that helps consumers to make better choices. Many companies use commercials to appeal their products or services' attraction and give useful information to us about product and service choices as well as comparing features, benefits and prices. What consumers have to do is finding the products or services which they prefer among the advertisements given to them, That's all. Without advertisements, consumers would waste much time to make choices, they will make a decision which is not a best way. Lastly, advertising can raise public awareness. I want to introduce the advertisement 'The Return of Dictator Ben Ali'. It starts with people who are staring at the poster of Tunisian dictator Ben Ali ; the video shows people's anger toward him. Then, one man goes in front of the poster and ask why don't they get rid of that poster and rip it. The poster took away with people's strong consent, and there was another poster at back of the one of Ben Ali's. There was a catchphrase, "Beware, dictatorship can return. On October 23rd, VOTE". This campaign initiated few days before Tunisian election and played a great role in re-awaking people's political engagement. Polls showed only 55% were planning to vote but after this campaign, 88% of Tunisian have engaged in voting. I think this can clearly show that advertisements can have a great influence to society by enlightening people.
Some people will argue that people can make unwise, compulsive decision because of the various tricks in advertising. I have to admit that many studies including human psychology are used to make advertisements make an impression in people's thought, these can be thought as a bad trick. However, laws and standards are still banning the advertisements from sending wrong information to people. Advertising says truth. It is a burden of people to avoid unwise decision, and to receive it properly with the critical attitude. And I think the example of public awareness advertising I suggested, can show that advertising leads to a wise decision.
The President of American Association of Advertising Agencies, John O’ Toole has mentioned about the advertising, "It is not related to studies, but it educates. It is not a journalist but gives all information and it is not an entertaining device but entertains everyone." Advertising is not a pest. It is not a thing to get rid of or to avoid. We've never seen the pest that educate, inform or entertain us. It can be a good thing as long as you think it's good. Actually, most of the problems made by advertising is not caused by advertising itself but its receivers. Advertisements should be thought as the Internet. On the Internet, we decide information whether to take it or drop it, and take what we think is needed. Advertisements are same. It needs our careful watch and critical view upon them. If we manage to do so, we can finally say that advertisements have nothing to do with social problems. In conclusion, I strongly argue that advertisements are helpful to our society because they play a role in invigorating market, they help consumers to choose something, and they can lead to the growth of social awareness.
Source
Advertising is helpful to society. First of all, by raising production and consumption, it invigorates the world economy. Advertisements courage people to spend their money on particular products or services, and people's consumption make companies produce. This role of advertising can keep the market stable by circulating money continuously. Example of US, a study performed in 2005 by Global Insight, showed that advertising helps to generate more than $5.2 trillion in sales and economic activity throughout the US economy annually. In addition, advertising-supported the economy for more than 21 million jobs, that is about 15.2% of the US workforce. Second, advertising is a great indicator that helps consumers to make better choices. Many companies use commercials to appeal their products or services' attraction and give useful information to us about product and service choices as well as comparing features, benefits and prices. What consumers have to do is finding the products or services which they prefer among the advertisements given to them, That's all. Without advertisements, consumers would waste much time to make choices, they will make a decision which is not a best way. Lastly, advertising can raise public awareness. I want to introduce the advertisement 'The Return of Dictator Ben Ali'. It starts with people who are staring at the poster of Tunisian dictator Ben Ali ; the video shows people's anger toward him. Then, one man goes in front of the poster and ask why don't they get rid of that poster and rip it. The poster took away with people's strong consent, and there was another poster at back of the one of Ben Ali's. There was a catchphrase, "Beware, dictatorship can return. On October 23rd, VOTE". This campaign initiated few days before Tunisian election and played a great role in re-awaking people's political engagement. Polls showed only 55% were planning to vote but after this campaign, 88% of Tunisian have engaged in voting. I think this can clearly show that advertisements can have a great influence to society by enlightening people.
Some people will argue that people can make unwise, compulsive decision because of the various tricks in advertising. I have to admit that many studies including human psychology are used to make advertisements make an impression in people's thought, these can be thought as a bad trick. However, laws and standards are still banning the advertisements from sending wrong information to people. Advertising says truth. It is a burden of people to avoid unwise decision, and to receive it properly with the critical attitude. And I think the example of public awareness advertising I suggested, can show that advertising leads to a wise decision.
The President of American Association of Advertising Agencies, John O’ Toole has mentioned about the advertising, "It is not related to studies, but it educates. It is not a journalist but gives all information and it is not an entertaining device but entertains everyone." Advertising is not a pest. It is not a thing to get rid of or to avoid. We've never seen the pest that educate, inform or entertain us. It can be a good thing as long as you think it's good. Actually, most of the problems made by advertising is not caused by advertising itself but its receivers. Advertisements should be thought as the Internet. On the Internet, we decide information whether to take it or drop it, and take what we think is needed. Advertisements are same. It needs our careful watch and critical view upon them. If we manage to do so, we can finally say that advertisements have nothing to do with social problems. In conclusion, I strongly argue that advertisements are helpful to our society because they play a role in invigorating market, they help consumers to choose something, and they can lead to the growth of social awareness.
Source
- http://www.youtube.com/watch?v=um5QvW5XHwY
- http://adage.com/article/global-news/10-things-global-ad-market/245572/
- http://advertising.about.com/od/advertisingprojects/a/Different-Types-Of-Advertising-Methods.htm
- www.theceoinsights.com
- http://smallbusiness.chron.com/explains-purpose-advertising-36432.html
- http://www.flatworldknowledge.com/1.0/launch-advertising-and-promoti/ch-3-advertising-and-society/economic-effects-advertising
- http://managementstudyguide.com/social-economic-aspects-advertising.htm
