INFLUENCE OF ADVERTISING ON DAILY LIFE

The half-truth is the essence of advertising. —Nicholas Samstag

The impact of advertising is a matter of continuous debate. For and against claims

about advertisement have been made in different contexts. Cigarette

manufacturers have been claiming that cigarette advertising does not encourage

smoking and their eventually successful opponents just the opposite. Children

under the age of four may be unable to distinguish advertising from other

television programs, as the faculty to judge a message

develops on attaining adolescence. There is, however, no doubt that

Advertisement-loaded media do influence our daily lives.

Marshall McLuhan, media thinker and philosopher of the electronic age, in his

Understanding Media observes: “The continuous pressure is to create ads more

and more in the image of audience motives and desires. The product matters less

as the audience participation increases.”

An observant netizen has culled a few nuggets from the currently popular

television advertisements that tellingly illustrate McLuhan’s point:

Before going to propose to a girl Believe in the best—BPL. Proposing to a girl

Vicks ki goli lo kich kich door karo—Vicks. For writing a love letter

Likho script apna apna—Rotomac. If you love someone Go get it—Visa power. Not

satisfied with your date Yeh dil mangey more—Pepsi. Have many girl friends The

Complete Man—Raymonds. Having many boyfriends Yeh hai hamara suraksha

chakra—Colgate.

Advertising promotes consumerism and encourages mass production. Some

advertising campaigns inadvertently or even intentionally propagate sexism,

racism, and ageism. Is the advertisement industry creating or merely reflecting

cultural trends? Advertising often reinforces stereotypes as it banks on

recognizable “types” for telling stories in a single image or 30-second time frame.

The public perception of advertising is getting increasingly negative. It is accused

of dishing out half-truths and hoodwinking the consumer to benefit the advertiser

or Big Business. Realizing the social impact of advertising, Media Watch educates

consumers about registering their concerns with advertisers and regulators.

Advertisement sustains the media [newspapers, televisions, internet, e-mail,

telephone] and the media impact on our daily lives. They are full of

advertisements. One has to search for the news in the ‘national’ dailies. They

justify advertisements as newsreaders can use. From morning till late night, men,

women and children have to bear a blitz of advertisement.

Our tastes, our habits, our clothes, modes of travel, entertainment, our choices of

schools, colleges, universities, leave aside products, get decided by

advertisements. Our hopes and frustrations too are ordained by advertisement.

The electronic society is losing touch with reality, as did the industrial society with

nature. We now live, not in a real but virtual world. We care more for the

photograph than the face before us.

Perhaps the most pernicious effect of advertisements is on middle-class children

and their relations with parents. Some of them have become “couch potatoes”,

watching too much television, and unavoidably, too many advertisements. Craze

for fatty, fast foods among boys and girls is due to advertisements. This is

affecting children’s health and growth. Working couples do not have time and

give hefty pocket money to please their children who spend on chips and candies,

spoiling their teeth and digestive system.

Advertisers make viewer/consumer believe that their product will make them

achieve goals or fulfil desires. They are commercializing our festivals, religious

practices, sports and cultural events. Diwali, Eid, Christmas, Gurparb, all have

been tuned into commercial displays of saleable goods, bought, at times, beyond

means.

There is also a brighter side. Advertising is a powerful tool capable of motivating

large audiences to participate in campaigns against disease, poverty and war.

Power of advertising is overwhelming. It may not brainwash overnight. It will

change you subtly, but surely. It has the power to prevail. Our daily living is tightly

in the ad grip!