Many of the techniques used by advertisers are often criticized by the public, but by and large most of the adult population sees advertising as an open book for anything new. In today’s world you don’t have to make an effort to know about things, the new products themselves come to you. With TV commercials, billboards all over the place and kiosks and shows happening in most busy market areas, advertising has become a normal part of the modern Western society.
Advertising encourages consumerism, as many products are bought by consumers, because they have seen it already in a picture or on the TV screen. But consumerism also means a better economy, because after all the advertiser only wants to sell his products or services, and if he is successful in doing that, his target is achieved. The industry has been criticized by many to promote only consumption and encouraging an economic mass production system. All that the product seller does through advertising is to lure the consumer, and if he gets lured, whose fault is it?
Since advertising has a major social impact on the consumers, especially on children and the teenagers, there must be some amount of transparency in their methods. Parents and educationists complain often about the ill effects of advertising, but they are the ones who can solve the problems by working with educational materials in schools. At home too, parents should explain to their children that advertising is a mere marketing strategy to encourage consumers to use their products. The actual popularity and financial gain of the company is linked to the product itself and not to its publicity alone.
The common complaint of the public is the misuse of advertising. When products and services are advertised, the advertiser should be truthful towards the customer. Haven’t we heard of politicians promising hoards of improvements just before the elections? As soon as he sits on his comfortable political position, he forgets all about his promises that were advertised to get his votes. The same applies to simple products like soap or the new gel pen in the market, but it hits the consumer as he spends his money and believes in the advertisement that he has seen.
Today’s consumer has been used to advertising and hence he treads the path of purchasing products and investing his money in it carefully. Public awareness is important and people often call or enquire from friends before falling into any trap caused by advertising.
The broadcast industry, the tourism industry and the print media rely heavily on advertising and hence in spite of the criticism, no country can lose the revenue that comes in through tourists and conventions. And after all, when a new product is launched, advertising is the only way to make it known to the people. Wouldn’t it be boring to use the same things for years together, without an element of change? Advertisements help to bring in this whiff of fresh air to make the atmosphere more cheerful and meaningful too.
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