Advertising and the Culture's Response
Advertising is a process by which marketing tools are used to try and sway a potential customer and retain an existing customer. Advertising can be found in all walks of life, all mediums and in all areas of society. Advertising is not exclusively for the purpose of selling a product of a service, though it is a core purpose for it. Advertising is also used to send a message to a target group, encourage action by others and simply to promote ideas in some cases. Regardless of the purpose of the advertisement, the advertising field has an impact on today's society that can be negative or positive depending on the circumstances. One of the things that advertising drives is a consumer culture. Advertising provides a consumer culture by its saturation of the market with suggestions on what the individuals in the culture should do, think, support or purchase(Mazur, 1996 p 34)."A negative consumer culture is created as advertising saturates every possible medium- from audio-visual to print. Relentless ad messages are fueling an out-of-control 'culture of consumerism,' and kids are often the target(Mazur, 1996 p 34)."In the past few decades advertising has become larger and more powerful than ever be
Companies now spend about $162 billion each year to bombard us with print and broadcast ads; that works out to about $623 for every man, woman and child in the United States. Companies pay advertising representatives to reach those consumers wherever they are(George, 1997 p). "Advertising as a cultural influence plays a large part in the way consumers think when it comes to products and services. In addition ads can be seen on every bus stop bench, billboards across the nation and on text message screens for telephones. Because of the impact that advertising has on the culture and society it is more important than ever before that marketing experts realize the responsibility they have to provide honest and truthful advertising. The videos are distributed to news stations that air them without marking them to the customer as an ad which leads the consumer to believe they are watching a researched and verified piece of information about something a product. An ad for Jordache Basics consists of several mezzotint photographs of a playful young couple who are, almost incidentally, wearing Jordache jeans. Grocery stores that used to carry 9,000 items not have more than 30,000 items on the shelves and the companies manufacturing those items use advertising as a way to get the consumer to ignore the other products and purchase their product(George, 1997 p). The advertising of the mid-1980s and beyond looks nothing like the advertising of the mid-1960s. People depend on advertising now more than ever before to help them get through life and help them make choices about every aspect of that life. There's no fighting for space and time. It is a responsibility that should not be taken lightly and should guide them as they develop campaigns designed to sell products, ideas and services in the future. "The advertising of the mid-1960s looks a lot different than the advertising of the mid-1950s. Everywhere one turns he or she is met with advertising ploys designed to get the person to react in a particular manner.
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