Saturday, January 3, 2009
The typical individual living in the United States will spen more time than one year of his or her life just watching television commercials. This is one of the many reasons advertisers have begun to place their messages in many venues beyond the traditional commercial media (called ambient advertising), hoping to draw our attention.
Criticism and Defenses of Advertising
• Advertising supports our economic system; without it new products could not be introduced and developments of others could not be announced. Competitive advertising of new products and business powers the “engine” of our economy, fostering economic growth and creating jobs in many industry.
• People use advertising to gather information before making buying decisions.
• Ad revenues make possible the “free” mass media we use not only for entertainment but for the maintenance of our democracy.
• By showing us the bounty of our capitalistic, free enterprise society, advertising increases national productivity and improves the standard of living.
Specific Complaints
Advertising is Intrusive Advertising is everywhere, and it interferes with and alters our experience. Giant wall advertisements change the look of the citie. Ad beamed by laser lights onto night skies destroy evening star gazing School learning aids provide by candy makers that asks students to “ count the Tootsie Roll” alter education. Many internet users complain about the commercialization of the new medium and fear advertising will alter it free, open, and freewheeling nature.
Advertising is Deceptive It implicitly and sometimes explicitly promises to improve people’s lives through the consumption or purchase of a sponsor’s products.
Advertising Exploits Children Critics contend that the children are simply not intellectually capable of interpreting the intent of these ads, nor are they able before the age of 7 or 8 to rationally judge the worth of advertising claims. Television advertising to kids is especially questionable because children consume it in the home – with implicit parental approval, and most often with no parental supervision.
Advertising Demeans and Corrupts Culture In our culture we value beauty, kindness, prestige, family, love, and success. As human beings we need food, shelter, and the maintenance of the species, in other words, sex. Advertising succeeds by appealing to these values and needs. The basis for persuasive strategy is the AIDA approach – to persuade consumers, advertising must attract attention, create interest, stimulate desire, and promote action.
Critics argue that ours has become a consumer culture - a culture in which personal worth and identity resides not in ourselves but in the products with which we surround ourselves. The consumer culture is corrupting because it imposes new definitions that serve the advertisers and not the culture on traditionally important aspects of our lives.
Critics contend that the consumer culture also demeans the individuals who live in it. A common advertising strategy for stimulating desire and suggestion action is to imply that we are inadequate and should not be satisfied with ourselves as we are. We are too fat or too thin, our hair is in need of improvement, our clothes are all wrong, and our spouses don’t respect us. Personal improvement is only a purchase way.
Criticism and Defenses of Advertising
• Advertising supports our economic system; without it new products could not be introduced and developments of others could not be announced. Competitive advertising of new products and business powers the “engine” of our economy, fostering economic growth and creating jobs in many industry.
• People use advertising to gather information before making buying decisions.
• Ad revenues make possible the “free” mass media we use not only for entertainment but for the maintenance of our democracy.
• By showing us the bounty of our capitalistic, free enterprise society, advertising increases national productivity and improves the standard of living.
Specific Complaints
Advertising is Intrusive Advertising is everywhere, and it interferes with and alters our experience. Giant wall advertisements change the look of the citie. Ad beamed by laser lights onto night skies destroy evening star gazing School learning aids provide by candy makers that asks students to “ count the Tootsie Roll” alter education. Many internet users complain about the commercialization of the new medium and fear advertising will alter it free, open, and freewheeling nature.
Advertising is Deceptive It implicitly and sometimes explicitly promises to improve people’s lives through the consumption or purchase of a sponsor’s products.
Advertising Exploits Children Critics contend that the children are simply not intellectually capable of interpreting the intent of these ads, nor are they able before the age of 7 or 8 to rationally judge the worth of advertising claims. Television advertising to kids is especially questionable because children consume it in the home – with implicit parental approval, and most often with no parental supervision.
Advertising Demeans and Corrupts Culture In our culture we value beauty, kindness, prestige, family, love, and success. As human beings we need food, shelter, and the maintenance of the species, in other words, sex. Advertising succeeds by appealing to these values and needs. The basis for persuasive strategy is the AIDA approach – to persuade consumers, advertising must attract attention, create interest, stimulate desire, and promote action.
Critics argue that ours has become a consumer culture - a culture in which personal worth and identity resides not in ourselves but in the products with which we surround ourselves. The consumer culture is corrupting because it imposes new definitions that serve the advertisers and not the culture on traditionally important aspects of our lives.
Critics contend that the consumer culture also demeans the individuals who live in it. A common advertising strategy for stimulating desire and suggestion action is to imply that we are inadequate and should not be satisfied with ourselves as we are. We are too fat or too thin, our hair is in need of improvement, our clothes are all wrong, and our spouses don’t respect us. Personal improvement is only a purchase way.
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