The Positive and Negative Effects of Advertising on Consumer Behavior
1645 Words7 Pages
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’…show more content…
Fennis (2003) indicates that a study in USA shows the duplication of health promotion in television has increased as a main supply of information after gaining the information from health practitioners like doctors. Community health associations has been started to involve television in presenting the health information and the prevention of illness to public in the previous two decades. Diseases such as AIDS, cardiovascular, stroke are the outcome of an unhealthful way of life. In fact, this kind of advertisement has increased the awareness of the consumers regarding health problems.
Wallack & Dorfman (as cited in Fennis, 2003) revealed that around 31 percent of all advertising was related to health either directly or indirectly which focused on food nutritional value. Fennis (2003) states that mass media can have a direct effect in rising consciousness, obtaining knowledge, change of consumers’ behavior or attitude due to health problems which is unassuming. However, some research has failed to support these findings. Television advertisement can change people’s attitude or behavior minimally not significantly. For example, advertisement can change their choice of purchase only in some exceptional situation not always. Accordingly, advertisement in television about healthy product may influence consumers’ behavior positively or negatively and ultimately, it can have effect on their
BY SOFO ARCHON
“Advertising is the art of convincing people to spend money they don’t have for something they don’t need.” ~Will Rogers
Advertising is messing up your life, but are you even aware of it?
Most people aren’t.
You see, since the day we were born, advertisements have been constantly bombarding us with their messages, so much so that we have accepted them as a normal part of reality. We’ve been conditioned to believe that there’s nothing wrong with them, so we never stop and and take the time to consider how badly they’re influencing us. Yet, as you’re going to read in this article, the harmful impact of advertising on our well-being is tremendous and we’d better not overlook it.
So what exactly are the main negative effects of advertising on society?
Let’s find out…
Advertising makes us feel that we’re not good enough as we are.
We have an economic system in which people have to make money in order to survive, no matter how manipulative techniques they use to achieve that — and this can be clearly seen in the advertising industry.
To sell you stuff, advertisements first make you feel like crap. How do they achieve this? By showing you what the ideal life is supposed to be, and then making you compare your ordinary live to it. This way they slowly lead you to believe that you’re not beautiful, intelligent, confident, and so on, until they fully convince you that you basically suck. The reason? To make you feel insecure, so that they can then emotionally manipulate you.
Advertising makes us associate happiness with consumerism.
After they’ve achieved to ruin our self-esteem, advertisements are trying to fool us into thinking that only products and services can make us feel better. In other words, advertisements create a problem, and then offer us a solution to it. What is it? You guessed right: Shopping.
Once they achieve to make you feel ugly, they sell you beauty products so you can improve on your ugliness. Once they manage to make you believe that you are not important, they sell you expensive clothes so you can attract the attention of others. And so on and so forth.
In short, advertisements promise you happiness, provided that you spend money in return. The result? Consuming stuff you don’t even need and supporting the production of unnecessary waste that is polluting our planet.
Advertising makes us think that everything we need is for sale.
Another serious ill effect of advertising is that it feeds us with the wrong impression that everything we need can be bought, and hence that money should be our measure of success and prime goal in life.
Without shopping, advertisements tell you that you can’t find contentment. Thus, advertisements are fueling your desire to work like a slave, just so you can spend your hard-earned money on things that will ultimately leave you disappointed and dissatisfied.
* * *
As you can see, the bad or negative effects of advertising on society are enormous. The question is: What can we do about it?
Firstly, we need to realize that possessing more stuff than we need won’t make us happier. That’s because, although material things are necessary for satisfying our basic physical needs, they can’t satisfy our emotional thirst for what we deep down long for — “things” such as friendship, love, play and creativity.
Secondly, we need to alter our economic system so that it renders cyclical consumption and growth obsolete. To achieve that, we’ll have to move towards a resource-based economy — that is, an economy based on the sustainable use and management of natural resources.
Then, and only then, will we be able to live in alignment with the natural world, as well as stop foolishly running after things that leave us dissatisfied, and instead pursue what truly helps to bring us joy and fulfillment.
“Advertising: the science of arresting the human intelligence long enough to get money from it.” ~Stephen Leacock
Did You Like This Post?
Every week I send out a free newsletter with empowering tips and ideas for over 30,000 readers. Enter your email below to get them delivered right to your inbox. Your information is protected and I never spam.