PART 7

Advertising: something to spread the word about?

A. James
However much the public complains about advertising, what is abundantly clear is that it is an economic necessity. Whether we like it or not, we live in a consumer society, which depends on cash circulation. Advertising creates a demand, and this has the effect of encouraging competition amongst companies, thereby leading to progress and product upgrades. The positive role advertising plays is also evident where information is concerned. The consumer is conveniently supplied with any relevant facts and figures about a product they may wish to purchase without having to conduct personal market research. Having this information at their fingertips gives consumers the resources to choose wisely between competing goods. Not only is advertising beneficial to consumers, but it is advantageous, if not crucial, for the existence of a host of companies who rely on advertising to boost sales of their wares.

B. Sheila
Every company wants to promote their products to the public. However, advertising can be extremely costly, and this is where the massive multinational companies can get one up on their more modestly-sized competitors. They can afford the best marketing to draw attention to their products and have no qualms about making this investment. This is what has resulted in advertising becoming such a big business and why, for the advertisers, the bottom line is everything. How else can you judge the effectiveness of an ad other than by observing the effect it has on sales? So we should expect advertisers to use every trick in the book to encourage us to reach for our wallets. Nevertheless, consumers shouldn’t overlook what we are getting in return for allowing the advertisers to make their pitch to us. After all, how many of the TV shows, magazines and websites that you enjoy could exist at all if they weren’t funded by advertising? I say, let the advertisers promise you the world. You don’t have to fall for the claims that their product will make you happier, healthier and more productive. Just let the ads wash over you and appreciate what you are getting in return.

C. Paul
What bothers me most about modern advertising is that there is no getting away from it. Turn on your TV or computer and you are likely to be bombarded by advertisers trying to give you the hard sell. You have probably also recently received unsolicited phone calls or text messages trying to persuade you to buy something you never knew you needed or wanted. And then, when you head out into the world, practically everywhere you look posters, billboards and neon displays are competing to attract your attention. Apart from this mental pollution, there are very real environmental effects. Just think of the valuable resources such as paper and electricity that advertising consumes. And that is before we even consider the environmental impact of promoting rampant consumerism, where unnecessary objects become must-have status symbols and extravagant spending becomes the norm.

D. Alison
I consider the amount of criticism levelled at modern advertising to be somewhat unfair. Without a doubt, the sheer volume of information can baffle rather than enlighten consumers, and there are unscrupulous companies which try to exploit the weaknesses of their prospective customers. However, it’s a business, just like any other. The advertiser’s job is to persuade people to buy the product and they will try to take advantage of emotion, not reason, or play on feelings of inadequacy, but no one is forced into unnecessary spending. For the most part, savvy consumers are wise to the advertisers’ tricks. They understand the nature of the game and are happy to play along. Moreover, the ‘ideal’ lifestyle promoted in advertisements for a whole range of products revolves around active, fit individuals, and in this regard, at least, it could be argued that adverts might encourage consumers to change their own habits for the better.