Although the average citizen is
usually annoyed by all the advertisements printed in newspapers and magazines
and the commercials broadcast on TV, the impact of the whole advertising
industry on a single person is immense and plays a very important role in our
lives. Advertising absorbs vast sums of money but it is useful to the
What are the functions of
advertisements? The first one to mention is to inform. A lot of the information
people have about household devices, cars, building materials, electronic
equipment, cosmetics, detergents and food is largely derived from the
advertisements they read. Advertisements introduce them to new products or
remind them of the existing ones.
The second function is to sell. The
products are shown from the best point of view and the potential buyer, on
having entered the store, unconsciously chooses the advertised products. One
buys this washing powder or this chewing gum, because the colorful TV
commercials convince him of the best qualities of the product. Even cigarettes
or sweets or alcohol are associated with the good values of human life such as
joy, freedom, love and happiness, and just those associations make a person
choose the advertised products.
The aim of a good advertisement is
to create a consumer demand to buy the advertised product or service. Children
are good example as they usually want the particular kind of chocolate or toy
Being naive they cannot evaluate
objectively what is truthful and what is exaggerated and select the really good
products unless they buy the goods and check for themselves.
Thirdly, since the majority of
advertisements are printed in our press we pay less for newspapers and
magazines, also TV in most countries in cheap.
The public advertising seen on street
hoardings, railway stations and buildings makes people’s life more joyful.
Moreover, all those small ads in the press concerning “employment”, “education”
and “For sale and wanted” columns, help ordinary people to find a better job or
a better employee, to sell or to buy their second-hand things and find
services, or learn about educational facilities, social events such as,
concerts, theatre plays, football matches, and to announce births, marriages
and deaths. Thus despite our dissatisfaction when being bombarded by all the
advertisers’ information we must admit that they do perform a useful service to
society, and advertisements are an essential part of our everyday life.
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