Television - In living Color
Everything people eat, wear, or use is pushed at the public throughcommercial advertising. Whether it is the fertilizer that the farmerchooses to put on the vegetables he grows, the clothing that is chosen atthe department store, or the pen to write a report, it has been advertised.Advertising occurs even in the packaging of a product. From the colors themanufacturer chooses to use on the wrapping, to the multi-million dollarexpense of television, everyone is influenced by advertising. One of themost powerful forms of advertising is in the advent of television. Sinceits inception, advertisers have viewed television as their most powerfultool. Television provides an excellent avenue for companies to sell andpromote their products. There are fewer and fewer people living today whowere around when television was not. Today's generation was raisedentirely on television! Since the 1940's, television has been an importantpart of American life. Television is able to sell products like no othermedium can. This incredible power of television comes from three specificareas: an inordinate amount of time spent in front of the television,
The evolution of television and the technologicaladvances of computers have given advertisers the tools to createcommercials never before possible. Due to the number of hours spent watching television,advertisers use the concept of repetition to "promote goods, services,ideas, images, issues, people, and indeed anything that the advertiserwants to publicize or foster" (Pride & Ferrell 1). In the past presidential election it wasimpossible to watch TV on any given evening without seeing Bill Clinton orhis ideas numerous times. Showing an ad and talking to an audience allows the producer to appeal tothe consumers emotions through pity, vanity, or even humor. But, because of the ability of television tosaturate a product because of the time spent in front of the set, to targeta specific audience and to hit the viewer on both "ends" (auditory andvisual), their hard work will pay off. Airing advertisements at specific times enables the promoter to match thead to the viewer. Theinvention of the television is one of the most powerful tools foradvertising a product to the masses. At the same time, though, each organization sets its ownadvertising standards. Television's mass appeal enablesadvertisers to be able to use spokespersons that would other wise not beable to promote their products to the general public in person. Before entering school, young children willhave formed many of their beliefs of what is good by the commercials theyhave viewed. The ability of an advertiser to tell an interesting story or create ahumorous one greatly increases the appeal of the advertisement. The time spent in front of a television continues to grow with eachgeneration. This allowcompanies such as NIKE to use prominent sports figures to almost personallysell their shoes to each individual viewer in their home. Television has the advantage of airing an advertisement at aparticular time of the day or during a specific program to gain theattention of a specific target audience. Many people rush to thetelevision in order to watch the commercials because they are entertaining.
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Acceptance Essays
