by Florian Baessler
Once upon a time, there were all sorts of products on the shelves of stores. Some people buy it, but some walk right by it. Once the product started being shown on TV or in Newspapers, a lot more people know what the product is and more come to buy it. This is simply a typical example of the effects of advertising.
Advertising has existed ever since trading started. The difference now is that advertising now is appealed to a massive amount of people rather than an individual. Sellers do this because it is good for their business and puts more money into their pockets.
Zajonc once said, “Few consumer researchers doubt the pervasive and important influence that mood has on the processing of information and decision making by consumers. Strong evidence suggests that individual choice behavior can be based on affective as well as rational factors”.
As advertising is becoming an increasingly large part of our lives, some critics wonder if advertising should be more limited. Advertising has made a tremendous effect on opinions, as they are presented after lots of data about human psychology and usually appeal to whatever the data shows should be appealed to. If this wasn’t true, then there is no reason why advertisers would continue putting huge amounts of advertisements on the media. Advertisements, in most cases, still cost money, so they aren’t very useful if they do not produce as much money.
Advertising has some positive effects, as it lets people understand more about about a product. In addition, it creates more jobs, as there would be advertisers that are needed in order to advertise successfully. Advertising is also good for spreading positive messages, such as discouragements to drink and drive. In addition, increased competition is encouraged, since advertising companies would compete for spots in any type of media.
Unfortunately, advertising has some negative effects as well. While it is true that advertisements inform you, they also have an obvious persuasive intent and thus may be limited to only informing the public about the product in a way that the advertiser wants the public to hear. This results in consumers completely misjudging the actual quality of the product and buying things that are not very useful or good to them. As well as advertising having the potential to spread positive messages, they conversely have the potential to spread negative messages. For example, Tobacco Companies may encourage you to smoke.
A lot of concern focuses on advertising to kids, since kids have more trouble with seeing an ad’s persuasive intent and find them very credible. Children also can get distracted by things that have nothing to do with the product itself, such as funny animations. To summarize this, kids are more vulnerable to the negative effects of advertising.
The effect of advertisement is by no means insignificant, but it can be both good or bad. To make advertisements good, we must find ways to change how advertising is done.