Positive & Negative Effects of Advertising
According to American humorist Will Rogers, advertising is "the art of convincing people to spend money they don't have for something they don't need." Like Rogers, modern critics of advertising highlight its negative effects, claiming that ads foster impulse buying. However, advertising also provides consumers with valuable information about products being offered for sale.
Other People Are Reading
-
Information and Incentives
-
Advertising provides useful information about goods and services. A consumer can anonymously read information about a product in a magazine or on a website. He can compare similar products to one another without leaving his home. Advertising enables consumers to research features and benefits of new cars, or side effects of prescription medication. Advertisements deliver incentives to consumers; coupons that entitle the buyer to a discount or a free item are part of advertising. Ads also announce upcoming sales when consumers can save money on products and services they need.
Entertainment
-
Entertainment is another positive effect of advertising. The ads that run during the Superbowl exemplify entertaining advertisements. Many viewers look forward to the big championship game because they want to watch the commercials, not because they want to watch the game. Clever ads are a topic of workplace conversation and talk show discussion on the day after the game. Virtually everyone has a favorite ad that they enjoy watching when it comes on television.
-
Impulse Spending
-
One negative effect is that advertising may induce impulse shopping. Research by the U.S. Small Business Administration shows that signage and point-of-sale advertising can prompt impulse purchases, especially when they call attention to "specials" and "sales." An infomercial increased calls from consumers by telling them, "If operators are busy, please call again." The message suggested that other people were buying the product, and it induced consumers to join the crowd.
Feelings of Inadequacy
-
Another downside of advertising is that ads can negatively influence the way readers and viewers see themselves. Models in most ads are young and attractive. They appear to live fun-filled, carefree lives where they attend parties with young, attractive friends. This can provoke feelings of inadequacy in the viewer. Similarly, researchers believe that soup ads featuring preadolescent children eating low-calorie soup encourage young girls to cut calories to unhealthy levels.
-
References
- Photo Credit Thinkstock/Comstock/Getty Images
