Effects of Advertising in Society - Essay Example

Commercial advertisers seek to increase the purchases of their products and services through branding techniques. This is done by associating the name or image of the product or service with the idea that the consumers have in their minds. Their idea of advertising is to drive the consumption of their product. On the other hand, non-commercial advertisers such as political parties, religious organizations, and government agencies spend their resources to advertise information and not consumer products or services.

Advertising has been in existence for ages as firms and industries have competed with one another in terms of acquiring market share. Advertisements are usually placed where the advertisers believe they will reach the largest, most relevant audience. Advertising has been increasing over the years as there are more goods and services in the market that are of the same utility but from different firms and industries across the globe. This has enhanced the competition with some firms gaining while others declining in their respective markets.

Advertising provides information on a product or service that is new or already existing in the market (Green,1-4). It plays a critical role in informing society about a product its usage and the results to be expected. The issue of the effects that advertising has on society has been a long and heated debate with a wide range of different opinions. Advertising executives believe that they are doing society a favor by letting them know about the available products and services (Pardun,26-48).

Market researchers maneuver their way into the market through sneaky practices. Society, in turn, goes by what they hear from the advertisements and tends to refrain from critical thinking. People tend to be easily swayed and manipulated into thinking that the advertised product or service is the best there is in the market. A company will say and do almost anything to build its image despite the products and services being of lower value than portrayed in adverts. Advertisements reflect the messages and images organizations wish to portray about their products or services (Shimp,16-28).

This is enabled by carrying out market research and finding out what society wants or needs. Advertisements have encouraged consumerism leading to increased personal and household expenditures. This is playing with people’s emotions and taking advantage of their vulnerability. The effects of advertising on society will continue to be debated but the advertising agencies will continue to strive to make money whether or not the information relayed in adverts is genuine.

Advertising has its advantages and disadvantages the society. The main advantage of advertising is that it helps in the provision of information about a product or service that is new in the market or has been in existence. It also helps companies to maintain a competitive edge in the industry (Shimp, 69-84). This is done by reaching a vast number of consumers both locally and globally depending on the media used. Advertising helps in educating and motivating people about the non-commercial issues that affect society by creating awareness of such issues.

This helps society to come up with ways of confronting such issues and finding solutions to them. Through advertisements, society can decide on the products and services they want from a variety of producers. This enables firms to go ahead of their rivals thereby enhancing their competitiveness. On the other hand, advertising has its disadvantages. Advertising is said to be expensive. Companies have to spend a great deal of money to advertise their products. This, in turn, causes them to raise the prices of their products to meet the costs of advertising.