Does Advertising Has Had a Positive Impact on Society?

Topics: Advertising, White-collar worker, Blue-collar worker Pages: 6 (1592 words) Published: July 27, 2013
Introduction

Since its inception into mainstream society, advertising and its various repercussions have been subjected to intense scrutiny and debate.

The underlying effects of advertising are both positive and negative. Both have seeped into various aspect of society, namely, through social, cultural and economic norms.

This assignment will explore the different connotation that advertising have portrayed. Whereby a conclusion will be made on the statement where advertising has had a positive impact on society in Singapore.

Advertising

Advertising is a form of non-personal presentation and promotion of ideas, goods, and services usually pad for by an identified sponsor. Advertising is non-personal as it is directed towards a large group of anonymous people.

Even direct mail advertising, which maybe addressed to specific person, is prepared by a computer and signed by a machine. Second, advertising typically is paid for. This fact differentiates advertising from publicity, which is not usually purchased. Thirdly, the sponsor of the advertisement is identified.

How does the advertisement get transmitted?

The receiver of an advertisement is meant to think along the line of thoughts that the sender intended to create. It is therefore believed that people's self-understanding, behaviour and lifestyle would be affected.

The picture is intended to remind people about their own and personal lifestyle and experiences. The fact is that we look at a picture in accordance with our own experiences. The consciousness only grasps a small part of all the sight impressions we actually receive. This is where people's different associations and experiences enter the picture.

These messages are intended to attract the viewer and to guide their thinking on certain channel with the aim of selling the product and making the consumer believe that are getting the complete package that comprises of the product along with the image attached to it.

This may be achieved by giving an impression of what that product may account for in their lives by exaggerating and impressing an image of a certain level of emotional importance that they link to the product.

Advertising Strategies

Weasel Words

In using Weasel Words, it alters statements that can weak and may even lose its original intention. This allows advertisements to rise out points without offending the public or putting themselves into danger of being contradicted. This means it depends solely on the way the advertisement portrays the message, to avoid making any direct statement or promise. The main purpose is to protect the advertisers from attack or legal address so as to deliver the truth to the mass audience.

Heartstrings

A popular choice in advertising by getting audience input their feelings and emotions into the advertisement. To be able to sell a product, advertisers need to know how to manipulate people’s thoughts and patterns which is their needs and wants.

Bandwagon

Create awareness to audience to on what is the latest product. Large group of companies advertise through the same medium. Advertising through Bandwagon would be forming a popular opinion to the mass audience that creates a domino effect in belief or action.

Excitement

Setting the suitable mood for the advertisement can give audiences a heads up to what they will be expected from the advertisers and for Excitement it would usually bring surprises or happiness to people to give the impression that it is a joy to own the product.

Different Impacts on Society

Social impacts

The media have a social role that has a large impact to transform societies. Advertising plays with the emotions of general public and encourages them to think that buying are the activities of life. Materialism is being much glorified through advertisements, which can again have dangerous consequences.

Everywhere we turn, we are...
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