Impact of
Advertisement on Society (helpful or harmful)
Nidhi Jasani
Submitted to: M.K. Bhavnagar University, Department of
English
- Introduction
In this
modern time of tuff computation, advertisement is became important and
necessary part. Because if a person or any kind of company wants to seals there
product they have to give or make an advertisement of product. Through
advertisement target audience come to know about product, benefit of product. Advertise
are also used for social awareness and making people aware about some kind of diseases, family planning and cleanliness and many other things. Some government
advertises like polio campaign, and some advertise for farmers and women, this
kind of advertises are making for social awareness. From the very beginning of
the world we found that there are always two side of one thing. Like one coin
have two sides. Same advertise have also two sides. There is god effect as well
as bad effect of advertise on society. Before starting discus good and bad
effect of advertise, first we come to know what is advertise? What the
functions are of advertise?
“I don’t regard advertising as an
entertainment or an art form, but as medium of information.”
-
David
Ogilvy
An
advertisement is a kind of communication with people or buyer of the product,
which acreage customer to purchase the product. It can be in any form like
paper print, newspaper advertise, Radio. T.V. advertisement, poster and banner
advertise, outdoor, wall painting of advertise, Mail, text messages, website
is also kind of advertise and any kind of paint (print) media advertise attract
the people to buy the particular product. In Latin, “Ad vertere” means “to turn
toward”. We know that advertise are helpful for economic growth, but it is not
without social cost. Advertise also affect human psychology, like it demands
for different appeals and play with feelings of human being. This may be
harmful for human. Some critic gives argue that it exploit children’s mind. (wikipidia)
- Negative Effect of Advertise
Advertise is started privileging
over society and culture. There are so many negative effect of advertising.
“It is become harder to escape from advertising and the
media, public space is increasingly turning into a gigantic billboard for
product of all kind. The aesthetic and political consequence cannot yet be
foreseen.”
-George
Franck (wikipidia)
In this time of marketing, we are
surrounded by so many advertisements. We constantly touch inn one or another
kind of advertisement every day. In the morning when we read newspaper there is
advertising. In it, and in the evening there is T.V. and Radio with advertise.
Ad creep says that, “There are ads in schools, airport lounges, doctor's office, movie theaters, hospitals, gas stations, elevator, convenience store,
on the Internet, A.T.Ms, on garbage cans and countless other places. There are
on beach sand and restroom walls.” When we think about product and
advertisement, is advertise faithful to their product? Are advertise shows
originality of product? Are they representing women and nation as they really
are? What is the impact of advertise on mind of children?
In many
advertise we found that they represent falls image. For example in advertise
women thin and beautiful. The family member thinks that she must be working
woman as well as good housewife also. Advertising shows that man should be
handsome, tall, caring husband, and thoughtful father. But in reality all
this things are not possible. Other thing is when film hero holds Coca-Cola and
other similar things for satisfying his thrust. At that time children are
watching this advertise, and what the effect is on children is that when they
are thrust they also asks for this kind of soft drink. It humiliates the mind
of children, constantly repetition of one sentence like ‘Thanda Matalab
Coca-Cola’. And it is recorded in mind of children, and then whenever they
think about cool, they remember Coca-Cola.
Sometime
advertise misrepresent the things. In advertise of food and medicine (Drug) we
found that they create unrealistic expectation. Pashtuns are their target
audience, whenever a person was ill they think about how to come out from this
illness as soon as possible. This
advertises represent unrealistic expectation of the effectiveness and side-effect
of medicine. For example any cough syrup, Vicks Vaporub and move (crime). In the
advertisement of this product they show that when you apply this, instantly you
get result. But what happened in reality? Same kind of things found in readymade
food packet and energy drinks or health drinks. In advertise them shows that
this food is very healthy, full of with nutrition and protein. But is it real?
In advertise they tells “Taste Bhi, Health Bhi” but what is in reality. In the
product of Maggi Nodules, we found very harmful ingredients were found. Same in
health drink also, they make very effective and attractive advertise on the
product. And children ask to parent for this kind of thing. It provokes idea
that one should be tall. That’s why sometime parents also by this product for
their children. According to food and drug Administration’s study “Patient and
Physician attitudes and behaviors associated with DTC promotion of prescription
of Drug” not only drugs but beauty and health product may also not live up to
their promises. (Jensen)
·
Positive side
of Advertising
Apart from the negative effect there
are so many positive effect of advertisement. The first and important effect is
that it makes people aware that the product or service is available. Advertise
shows that what is the feature and how to use the particular product. In short
advertising gives introduction of product. Sometime it happed that the
manufacturer has improved their product, and re-launched their product in
market, at that time advertisement shows that what is new in product, and help
us in our lake of awareness and introduce us that
“Our new and improved product
is now in better, Go out and buy it.” For example ‘Maggi Noodles’ that after
issue of “Maggi” manufacturer has make some changes in product. After some time
they have given advertise with slogan that “Our Maggi is back” our Maggi is
safe now, it is not harm you.
Indirectly advertise gives moral lessons and social massages.
For example “Friend’s don’t let friends drive drunk”, “Smoking is harmful” etc. (Advertising India) Government also
makes some advertise. Which are helpful to people and make people aware? For
example advertise of ‘Polio Campaign’ ad of swachhta abhiyan, ‘Jaha soch vahi
shochalay’ ‘Small family happy family’ this kind of T.V. advertise and banner
advertise are makes people conscious about the family paling and cleanliness. Public
service advertisements are also spread social awareness among people. Advertise
of seeds, fertilizer and insecticide is helpful to farmers. This type of
advertise, farmer compare the product, which one is more productive seeds. Then
they buy seeds and fertilizer of particular brand. Also introduced hybrid seeds
which are more productive seeds, through this they earn more money.
Advertise shows the importance of education. So, people
started sending their children to schools. Advertise started educating people.
Still some people are not aware about the scholarships and other things which
are given by government to students. Through advertise they come to know about
it. Also some other schemes which are run by government like, ‘Jandhan yojna’ and
other different subsidies are given by government to ‘Aam admi’. There is some socio economic benefit of advertise. As we know advertise has so many positive
effects on economic growth of nation. According to the international
Advertising association, “Advertise can encourage companies to compete and
provide new products. This encourages more consumers to buy because these
products meet the needs and wants of more consumers. Thus, the economy is
positively affected. In addition, advertising can help create more jobs, as the
demand for products and service goes up because of advertising. More people are
needed to manufacture, supply, ship and test those product and service. Thus,
more jobs are created.” (Morley) . In India for T.V.
advertise they need actors for working in advertising. And this gives more
chance to people to work in advertise, so, advertise is helpful to economic
growth.
Advertise encourage customer to choose the product which is
good for them. Advertise put variety for consumer’s lifestyle, for held and
beauty product and many other things. It also gives political choice also for
example, when the days of election comes. We found there is different political
party gives advertise with good side of their party. The different political parties
introduce their leader and the work done by them. The different parties introduce
the weaknesses of opponent. Through this we come to know which party or leader
is better for nation and common people. This kind of advertises encourage
people to compare different candidates choose one who is best for them.
· Conclusion
From our discussion we
can conclude that advertises has both negative as well as positive effect on society.
There are some negative point of advertise like, it exploit the children’s
mind. When they see inn advertise that, someone is smoking and enjoying at that
time they also think that smoking is something good. Also they started
demanding various products from their parents. There is deep desire of things
in children’s mind. Advertise represent women in very bad way, it is harmful
and create wrong image, objectifying the Indian women. Some time they convey wrong message through this kind of advertisement.
There are so many good or positive effect of advertisement. It
helps in educating people, also in development of tourism place. It gives us
knowledge of various products. It gives chance to customer for comparing one
product with another. It introduce so many products, and compare one with
another that which one is better for them, longer than other, halter then other
product and most important part is affordable for customer. Advertise gives
introduction of products so, we are thankful to advertise that they make us
constantly touch with improvement of product and new coming product.
- Works Cited
Jensen, Katie. Negative Impacts of Advertising.
n.d.
Morley, Miranda. Positive Effect of Advertising.
n.d.
<http://smallbusiness.chron.com/positive-effects-advertising-24688.html>.
Positive and
Advertising India,Positive effects,negative effects,disadvantages,advantage. n.d. 15 3 2016 <• http://advertising.indiabizclub.com/info/advertising_introduction/effects_of_advertising>.
wikipidia. Criticism of Advertising. 6
Desember 2015. 11 3 2016
<https://en.wikipedia.org/wiki/Criticism_of_advertising>.
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