The impact of advertising on society

In this day and age advertisements are considered to be more influential than in the past and marketing uses a variety of strategies, which have a negative impact on consumers. .

First of all, it should be examined the psychological factor as advertisers use subconscious techniques in order to sell their products. This factor is very important because marketers know how to set a successful promotion using these ways of promotion. Consequently, it is not a strategy it is a very profitable business. Additionally, they create false needs and an insatiable appetite for consumption. The paradox is that people in the last decades used to be happier that modern people. According to surveys the latter focus on other things, as they believe that they are of paramount importance for them. For instance, the status, the social rank and the lifestyle are more important factors.Moreover, it should be useful be underlined that advertisers use a plethora of techniques in order to approach their target group. For instance, in the morning where a large majority of women is at home, TV commercials regarding cosmetics or house products are screened the one after the other. Similarly, during the Christmas period or Easter a common theme in many commercials are the toys because children are at home and watch television.

Therefore, official institutions who have understood the negative role of advertising try to control the content of advertisements. Additionally, governments in Europe and USA have allocated people who overlook carefully advertisements and not only forbid their screening if an advertisement has an insulting or inappropriate content but also give fines to the television stations. In other words, TV regulation is used widely nowadays, due to the fact that the law is the only barrier to the extreme deregulation, which prevails in media industry.

Taking everything into consideration and for the above measures and examples advertising have a negative impact on consumers and advertising regulation should be beneficial for the consumers and they will not be bombarded with false needs and messages.