There are certain things that we have to believe upon, knowingly or unknowingly, liking it or disliking. People, myth, history and so on are some grounds that we believe upon. Advertisement is not an exception. A crucial question stands: Should we believe upon advertisement that makes us forget our reality at times? How much should we rely upon them? Are they the only means to measure the standard? To me, I firmly oppose to be driven and guided by many advertises that can be found from television to newspaper and from wall to hoarding boards.
Advertising exerts an enormous influence on our thoughts, attitudes, perceptions and actions. It also promotes commodification. Advertising covers the connected group with stories and signifiers that position the meaning of the commodity within non-commodified relations. For example, ads place commodities at the centre of pleasant family relations. You can take an example of McDonald’s commercials in which dad shares a quality time with his son over a happy meal that includes a wine promo from the newly arrived brand. Imagery of exchange is replaced by a representation of a caring moment between father and son.
Some commercials are full of positive impacts. They tell an important message “Stay Fit”, “Don’t try this at home”. Convincing ads, which center around healthy food products helps to improve the diet of a child. They also help to increase our knowledge of innovation on technology and other social sectors, makes us up-to-date on various products and gadgets. Advertisements can help in evoking public interest. It helps the people to make a right decision on what to go for at the best of our interests and that too at a satisfactory price. Advertising can be used for awareness. They can inform, educate and motivate the public about non-commercial issues, such as AIDS, political ideology, energy conservation, religious recruitment, and natural calamities. Overall, they are boon for businessmen and merchant.
Everything has two sides, positive and negative. To draw the negative effects of advertisements we can find many. Especially on kids, their effects are harsher. They encourage the children to convince their parents to purchase the same products they see in commercials in spite of its usefulness. The smaller ones become obstinate if their very product is not bought. In advertisements these days, dangerous stunts are shown which are done only by experts. Although those ads broadcast the statutory warnings long the ad, children often try to imitate the stunts at home and the consequence becomes serious. The whim of unnecessary shopping gets generated. The preferences towards costly food, clothes and luxuries get started. Junk foods, soft drinks, and fast food culture is seen heavily promoted by advertises that affect health adversely.
Whatever may be, Advertisers should be conscious about the ad they are broadcasting or publishing considering the consequences that is drawn among the public sphere. Parents should also be aware regarding what sort of impact the ads create to their children. For eg. If the ad in TV is of the products that spoils their child, they can change the channel or mute for a while. Consciousness about advertisements should be added in Cultural Grooming by parents.
(published in THE NEW PAPER)
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