Impact of Advertisements on Peoples Decisions

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Influence of Advertisements on peoples decisions

Introduction:
Advertisement is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means “to turn the mind toward.” True to its literal meaning, advertisements have been successful in drawing peoples attention to the respective products. Modern advertising was created with the innovative techniques introduced with tobacco advertisement in the 1920s, most significantly with the campaigns of 'Edward Bernays', who is often considered the founder of modern advertising.

Today Tobacco is consumed by an estimated 1.1 billion people world wide and about 1/3rd of the adult population. The World Health Organization(WHO) reports it to be the leading preventable cause of death worldwide and estimates that it currently causes 5.4 million deaths per year. This can be considered as an example of what happens when advertisements endorse a product with negative effects. While advertising can be seen as necessary for economic growth, it is not without social costs. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. Apart from that advertisements frequently use psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. As a result of these kinds of advertisements, people who don't require a product with subconsciously develop a feeling of want/need. The feeling will make them spend money unnecessarily, which can lead to various kinds of complications in their personal lives. Many even feel that often, advertisements exploit the desires of a consumer, by making a particular product more appealing, by manipulating the consumers needs and wants. Advertisements frequently use celebrities to endorse their products. A large section of people tend to ignore their rational decision making skills and buy products without thinking much about it.

Through this survey we are attempting to understand how people's decisions can be influenced by advertisements.

Some quick facts about advertisements :
There are different types of advertisements, t.v. ads, radio ads, online ads, bill board ads, celebrity branding, text messages, e-mails, human bill boards, mobile bill boards etc,. In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide. In June 1836, French newspaper 'La Presse' was the first to include paid advertising in its pages. In India, the Code for Self-Regulation of Advertising in India, established by the Advertising Standards Council of India (ASCI), is applicable on Television Commercials (TVCs). If consumers see an advertisement, which they consider misleading or offensive, they can write to ASCI. Some countries(Sweden, Greece etc,.) have banned advertisements targeted to children. This may have happened because they might have assumed that children are not matured enough to think whether ads depict truth or not. Women’s bodies are often “dismembered” in ads and shown only as “body parts.” This type of representation has been criticized for objectifying women and contributing to the underlying culture of violence toward women. In fashion advertising, women are often pictured lying on bearskin rugs, wearing furs and feathers, or dressed in tight-fitting leather clothing. Some researchers criticize these kinds of ads because they feature women as “prey”. The American Psychological Association (APA) reports that children under eight years old are not able to critically understand advertisements and that they regard them as truthful, accurate, and unbiased. The average child in America...
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