advertisements effects essay

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How advertising affects society and our life

How many advertisements have you seen in your life? The average person sees between 280 and 310 advertisements per day. Advertisements are a great way to make people aware of products, issues, and more. But has advertising become a problem for society? Everyone has seen those ads where advertisers try to convince the consumer that a product will make your life five times better and their life won’t be better until they buy the product. The advertiser’s intentions are to try to get into your mind and influence your thoughts and decisions. Advertisements like the car, insurance, medicine, beverage, and political commercials often try to influence the consumer. Advertising is harmful to society because of its strong influence.

If let me rate the current online advertising risks, I would probably give 3 points. They have already posed a threat to our society, but they are not irreparable.

So what exactly are the main negative effects of advertising on society?

Let’s find out…

Advertising makes us feel that we’re not good enough as we are.

We have an economic system in which people have to make money in order to survive, no matter how manipulative techniques they use to achieve that — and this can be clearly seen in the advertising industry.

To sell your stuff, advertisements first make you feel like crap. How do they achieve this? By showing you what the ideal life is supposed to be, and then making you compare your ordinary life to it. This way they slowly lead you to believe that you’re not beautiful, intelligent, confident, and so on, until they fully convince you that you basically suck. The reason? To make you feel insecure so that they can then emotionally manipulate you.

Advertising makes us think that everything we need is for sale.

Another serious ill effect of advertising is that it feeds us with the wrong impression that everything we need can be bought, and hence that money should be our measure of success and prime goal in life.

Without shopping, advertisements tell you that you can’t find contentment . Thus, advertisements are fueling your desire to work like a slave , just so you can spend your hard-earned money on things that will ultimately leave you disappointed and dissatisfied.

Advertising makes us associate happiness with consumerism.

After they’ve achieved to ruin our self-esteem, advertisements are trying to fool us into thinking that only products and services can make us feel better. In other words, advertisements create a problem and then offer us a solution to it. What is it? You guessed right: Shopping.

Once they achieve to make you feel ugly, they sell you beauty products so you can improve on your ugliness. Once they manage to make you believe that you are not important, they sell you expensive clothes so you can attract the attention of others . And so on and so forth.

In short, advertisements promise you happiness, provided that you spend money in return. The result? Consuming stuff you don’t even need and supporting the production of unnecessary waste that is polluting our planet.

I have listed a few ethics for digital marketers：

1. Never Compromise On Privacy

Privacy is a very sensitive domain as it is the top concern of the internet generation. If you are doing some marketing via social media, make sure you do not violate privacy rules. Some companies extract Facebook and LinkedIn data to build their email campaigns. This is a cutting-edge sword and requires attention to core concerns. Just a promise of not spamming might not be enough, you need to give unsubscribe option with every message you deliver.

2. Speak Truth

If you have some interest or affiliation in something being discussed, you need to politely communicate your affiliation. It does not require that you explain your interests but tell as to why are you supporting a particular thing. Another important element here is to be true to yourself as well as the audience.

3. Commit To Sustainability And Human Rights

Ethical consumerism is becoming a bigger priority for many customers. People want to feel assured that what they are purchasing is sustainable and ethically produced. Be honest about your ingredients, product components, and your supply chain.

4. Respond Meaningfully To Consumer Concerns

If customers have safety concerns about a product or service, then this should be seen as a company’s top priority. Always seek to protect consumer rights and immediately investigate any complaint.

5. Don’t Exploit Emotions

Getting an emotional reaction from consumers is one of the most effective ways to generate interest. However, if you evoke negative emotions such as rage, fear, sadness in a tasteless way, this could be seen as exploitative. Customers want their emotions to be sympathized with, not manipulated.

6. Use the Word “Sponsored”

This is a quick and easy way to ensure your digital media is always covered. Using the word “sponsored” on all your digital campaigns and other media will alert your audiences it is a sponsored post from your brand.

7. Open the Lines of Communication

When using digital media, it is best to maintain an open-door policy and communicate with your audiences on a consistent basis. This not only helps build brand integrity but can help in the event of a mishap. When audiences trust you, it is easier for them to forgive a mistake, rather than having disgruntled customers that make things worse by sharing their experiences on social media.

8. Don’t Exaggerate

When you exaggerate the benefits of a product or service, you are making a false claim. You are promising a customer a level of quality that cannot be delivered.

References:

10 Principles Of Ethical Marketing. (2019, February 28). Retrieved from https://www.figarodigital.co.uk/article/10-principles-of-ethical-marketing/.Akbar, T. A. T., & Israyelle. (n.d.). 7 Fundamental Ethics of Social Media Marketing. Retrieved from https://www.business2community.com/social-media/7-fundamental-ethics-social-media-marketing-01571504.ProfileTree. (2019, August 30). Ethics and Legalities of Digital Marketing. Retrieved from https://www.profiletree.com/ethics-and-legalities-of-digital-marketing/.

Positive and Negative Effects of Advertisement

This is the age of digitalization and globalization. Because of this, the entire world seems to be just a very large village. There are also many private and public businesses these days than ever. And because of that more companies are investing in marketing or advertising about their products and services than ever. Before proceeding any further it is important to understand what advertising really is. And according to different experts, an advertisement can be defined as a type of marketing conversation which consists of a calculated approach through which a company notifies its target audience regarding its products and services in a very proactive and strategic manner. The importance of advertising has grown so much over the years that now it is considered to be one of the most essential factors to the growth and success of any particular business or company. However, just like anything else in life, there are bound to be positive and negative effects of advertising. And in this academic writing piece, readers will be able to learn about positive advertising, negative advertising, positive and negative effects of advertising, and the effects of advertising to children.

An Introduction to Advertisement and its Types

Advertising can be defined as the process of effectively notifying the target audience of a business or a company regarding its products and services. According to various experts, there are different key components of advertising. And some of those key components of advertising are

Studies on the demographic
Targeting marketing identification
Creating advertising and marketing campaigns
Developing and implementing various publicity and promotional campaigns
Development of different social media accounts, advertisements, branding strategies, and websites
Targeting various community outreach programs and handling campaigns of public relations

These are the major components of advertisements. It is also important for readers to remember that there are majorly two different types of advertisements. And those two different types of advertisements are mentioned below.

Positive Advertising

According to experts, positive advertising is more appealing to an average individual than negative advertising techniques. Positive advertising can be defined as some sort of marketing strategies which show the target audience all the positive effects which one can receive due to any particular product or service. Positive advertising techniques are optimistic and persuade customers to switch to the desired product or services. Positive advertising is also more common than negative advertising. Positive advertising techniques allow customers to trust the company in question more easily.

Negative Advertising

Negative advertising, on the other hand, is the advertisements which work by warning the consumers about the negative consequences of some habit or behavior. A good example of negative advertising could be smoking advertisements. It is important for readers to remember that even negative advertising strategies have many positive elements in it.

These are the two main types of advertisements. It is also vital for the readers to keep in mind that with the advancement of science and technology, there is also a growth in the number of different forms or mediums of advertisements. And some of the common forms of advertisements are social media advertisements, print media advertisements, television advertisements, radio advertisements, direct mail advertisements, electronic mail advertisements, and many other forms of advertisements. There have also been a number of debates which tend to judge the effectiveness of each of these forms of advertisements. However, it is important for one to note that no form of advertisements is simply better than the rest but instead, the selection of the most effective form of advertisement depends upon the company and the target audience of that company.

Most Effective Techniques of Advertisement

In this section, the readers will be able to learn about the important techniques of effective advertising. And some of those techniques are mentioned below.

Bolder Headline

It is important to remember that it is the headline of an advertisement which is the main point of contact between any particular business and its target audience. Hence, the headline should be intriguing and informative. It should also be ideally able to generate an emotional response.

Cross Promotions

One of the most effective ways of promoting your business is by collaborating with other businesses. If companies engage in a very well thought out cross promotional strategy than that can be beneficial for both the parties involved.

Using Humor

Using humor content is one of the most fantastic ways of gaining more customers as it tends to be one of the most memorable forms of advertisements.

Internet Marketing

There are millions of internet users all across the globe. And because of that companies and business can tap into the large spectrum of internet marketing to experience possible an exponential growth.

These are some of the most effective strategies of advertising. In the next sections, readers will be able to learn about the effects for advertising and the effects of advertising to children.

The Positive Effects of Advertisement

There are many positive effects of advertising both for the company and the consumers. And some of those positive effects are mentioned below.

Social Benefits

There are many social benefits which advertisements can provide. For example, advertisements can highlight various social issues and promote free speech in nations where it might still be suppressed. This is a very important effect of advertisement. It is also important to remember that it is the freedom of speech and advertising-supported content which are the promoters of various social changes.

Economic Benefits

According to research, advertisements can make companies and businesses compete to provide higher quality products and services. This ensures that more high-quality products and services are available in the markets which are able to meet the needs and requirements of all customers. This is a very important positive effect of advertisement.

Free Entertainment

Another important effect of advertisement is that it provides all viewers with a free form of entertainment without getting anything back as a guarantee.

Mass Communication

The most important effect of advertisement is that it has enabled the various forms of mass media to exist in the form which it does today.

These are the biggest positive effects of advertising.

The Negative Effects of Advertisement

In this last section, readers will be able to learn about the negative effects of advertisements. And some of those negative effects of advertisements are mentioned below.

Misrepresentation

All advertisements tend to display the products and services in the best possible light. And many advertisements often tend to cross the line of a little exaggeration to utterly falsely representing the product or the service. There are many government organization which charges hefty fines for misrepresentation.

False Image

Advertisements tend to invade all possible spheres and because of that one can often develop a false image. This false image also often tends to make an individual feel bad about himself or herself. This is also one of the negative effects of advertising to children.

Unrealistic Expectation

This negative effect is common in case products which tend to exaggerate regarding its effectiveness. It sets unrealistic expectations which are hard to meet.

These are the major negative effects of advertising.

The Conclusion:

Advertising is a form of marketing communication through which a business or an organization informs the target audience about its products and services. There are two major types of advertisements. And those are positive and negative advertisements. There are also many forms of advertisements. There are also many negative and positive effects of advertisements like the unrealistic expectations, false image, and the social and economic benefits of advertisements.

The References

https://en.wikipedia.org/wiki/Advertising

http://www.businessdictionary.com/definition/advertisement-ad.html

https://blog.hubspot.com/marketing/best-advertisements

https://economictimes.indiatimes.com/definition/advertising

https://smallbusiness.chron.com/top-five-advertising-techniques-21367.html

https://smallbusiness.chron.com/5-common-advertising-techniques-15273.html

https://www.weidert.com/whole_brain_marketing_blog/bid/108524/top-10-most-effective-marketing-strategies

https://medium.com/@James.Ashley/negative-positive-effects-of-advertising-9242650ae767

https://smallbusiness.chron.com/positive-effects-advertising-24688.html

Essay On Advertisement

500 words essay on advertisement.

We all are living in the age of advertisements. When you step out, just take a quick look around and you will lay eyes upon at least one advertisement in whichever form. In today’s modern world of trade and business, advertisement plays an essential role. All traders, big and small, make use of it to advertise their goods and services. Through essay on advertisement, we will go through the advantages and ways of advertisements.

The Various Ways Of Advertisement

Advertisements help people become aware of any product or service through the use of commercial methods. This kind of publicity helps to endorse a specific interest of a person for product sale.

As the world is becoming more competitive now, everyone wants to be ahead in the competition. Thus, the advertisement also comes under the same category. Advertising is done in a lot of ways.

There is an employment column which lists down job vacancies that is beneficial for unemployed candidates. Similarly, matrimonial advertisement help people find a bride or groom for marriageable prospects.

Further, advertising also happens to find lost people, shops, plots, good and more. Through this, people get to know about a nearby shop is on sale or the availability of a new tutor or coaching centre.

Nowadays, advertisements have evolved from newspapers to the internet. Earlier there were advertisements in movie theatres, magazines, building walls. But now, we have the television and internet which advertises goods and services.

As a large section of society spends a lot of time on the internet, people are targeting their ads towards it. A single ad posting on the internet reaches to millions of people within a matter of few seconds. Thus, advertising in any form is effective.

Benefits of Advertisements

As advertisements are everywhere, for some magazines and newspapers, it is their main source of income generation. It not only benefit the producer but also the consumer. It is because producers get sales and consumer gets the right product.

Moreover, the models who act in the advertisements also earn a handsome amount of money . When we look at technology, we learn that advertising is critical for establishing contact between seller and buyer.

This medium helps the customers to learn about the existence and use of such goods which are ready to avail in the market. Moreover, advertisement manages to reach the nooks and corners of the world to target their potential customers.

Therefore, it benefits a lot of people. Through advertising, people also become aware of the price difference and quality in the market. This allows them to make good choices and not fall to scams.

Get the huge list of more than 500 Essay Topics and Ideas

Conclusion of Essay On Advertisement

All in all, advertisements are very useful but they can also be damaging. Thus, it is upon us to use them with sense and ensure they are entertaining and educative. None of us can escape advertisements as we are already at this age. But, what we can do is use our intelligence for weeding out the bad ones and benefitting from the right ones.

FAQ on Essay On Advertisement

Question 1: What is the importance of advertisement in our life?

Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them.

Question 2: What are the advantages of advertising?

Answer 2: The advantages of advertising are that firstly, it introduces a new product in the market. Thus, it helps in expanding the market. As a result, sales also increase. Consumers become aware of and receive better quality products.

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Advertising Makes Us Unhappy

Nicole Torres

The more a country spends on ads, the less satisfied its citizens are.

The University of Warwick’s Andrew Oswald and his team compared survey data on the life satisfaction of more than 900,000 citizens of 27 European countries from 1980 to 2011 with data on annual advertising spending in those nations over the same period. The researchers found an inverse connection between the two. The higher a country’s ad spend was in one year, the less satisfied its citizens were a year or two later. Their conclusion: Advertising makes us unhappy.

Nicole Torres is a former senior editor at Harvard Business Review.

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Introduction

Advertising is an essential element of any business's marketing strategy. It is a means of promoting products and services and creating awareness among consumers. However, advertising not only informs and influences consumers but also affects their behaviour. Understanding the impact of advertising on consumer behaviour is crucial to ensure effective advertising efforts. In this article, we will discuss the significance of comprehending the influence of ads on consumers.

The impact of advertising on consumer behaviour

Advertising influences consumers' purchasing decisions: Advertising plays a significant role in shaping consumers' buying behaviour. Ads are designed to create a sense of urgency, need, or desire in the minds of consumers, which can persuade them to buy a product or service.
Advertising affects consumers' perception of a brand: Advertising can impact how consumers perceive a brand. A well-crafted ad campaign can create a positive brand image in the minds of customers, while a poorly executed campaign can tarnish a brand's image.
Advertising creates brand loyalty: Consistent advertising efforts can create brand loyalty among consumers. When a consumer repeatedly sees an ad for a particular brand, they develop trust in the brand and are more likely to remain loyal to it.
Advertising shapes consumers' preferences and attitudes: Advertising can shape consumers' attitudes towards a particular product, service or brand. It can influence how they perceive a brand's value, quality, and benefits, influencing their preferences.

It is crucial for businesses to understand the impact of advertising on consumer behaviour to use it effectively to promote their products and services. Proper analysis of advertising campaigns can help businesses develop a better understanding of their target audience and how they respond to advertising efforts, allowing them to refine their advertising strategies.

The Science of Advertising

Advertising is the art of persuading people to buy a product or service. But how do advertisers get into the minds of consumers to convince them to make a purchase? This is where the science of advertising comes in.

The Role of Consumer Psychology in Advertising

Consumer psychology plays a crucial role in advertising. Advertisers need to understand what motivates consumers to make a purchase, and what factors influence their decision-making process.

Some of the factors that advertisers need to consider include:

The consumer's needs and desires
The consumer's values and beliefs
The consumer's social and cultural background

By understanding these factors, advertisers can create ads that are more effective in persuading consumers to make a purchase.

How Ads Manipulate and Persuade

Ads use a variety of techniques to manipulate and persuade consumers. These techniques include emotional appeals, social cues, and cognitive biases.

Emotional appeals are one of the most effective ways to persuade consumers. Ads that use emotional appeals tap into the consumer's emotions, triggering feelings of happiness, fear, or sadness. This can lead the consumer to make a purchase based on their emotional response, rather than a rational decision.

Social cues are another way that ads manipulate consumers. Ads may feature social cues, such as celebrities or popular products, to make the consumer feel like they are part of a group. This can create a sense of belonging, making the consumer more likely to make a purchase.

Cognitive biases are another technique used by advertisers. Cognitive biases are mental shortcuts that our brains take when we make decisions. Ads may use cognitive biases to influence the consumer's decision-making process, such as by framing the product in a positive light, using scarcity to create a sense of urgency, or offering a discount.

Overall, the science of advertising is a complex field that requires a deep understanding of human psychology. By using techniques such as emotional appeals, social cues, and cognitive biases, advertisers can create ads that are more effective in persuading consumers to make a purchase.

Impact on Purchasing Habits

Advertising can have a significant effect on consumer behavior, influencing their purchasing habits, creating desire, and guiding decision-making processes. Here’s how:

Creating Desire

Advertisements create a sense of desire among consumers by showcasing the benefits and features of a particular product or service. They use persuasive language, appealing visuals, and emotional appeals to stimulate the consumer's senses and make them crave the product. For example, the famous Coca-Cola Christmas ads create a sense of warmth and togetherness that makes people want to share a bottle of Coke with their loved ones during the festive season.

Influencing Preferences

Advertising plays a significant role in shaping consumer preferences. Brand positioning, brand image, and brand recognition are all achieved through advertising. Consumers are likely to choose brands that resonate with them and match their values. Advertising helps to create and reinforce brand image, making a lasting impression on consumer's minds. For example, Apple's "Think Different" campaign positioned the company as an innovative, cutting-edge brand that resonates with people who value creativity and originality.

Guiding Decision-Making Processes

Advertisements guide the consumer decision-making process by providing information about the product or service, offering comparisons with competitors, and highlighting the unique selling points. Consumers often turn to ads to learn about new products or to compare prices, features, and benefits. For example, online display ads for hotels that promote amenities like free breakfast, free Wi-Fi, and pet-friendly policies can influence consumers' decisions when booking their accommodation.

Examples and Statistics

Research has shown that advertising has a positive impact on sales, with brands spending around $180 billion globally on advertising in 2020 alone. (Source: Statista)
A study found that 70% of consumers are more likely to purchase from a brand that they follow on social media. (Source: Forbes)
Advertising has been found to influence children's snack preferences, with those exposed to food ads more likely to choose unhealthy snacks. (Source: Pediatrics Journal)

Overall, advertising plays a crucial role in influencing consumer behavior and guiding their purchasing habits. By creating desire, influencing preferences, and guiding decision-making processes, ads can have a significant impact on sales and brand success.

Brand Perception

Brand perception is the way consumers view and interpret a brand. It is shaped by various factors such as advertising, product quality, customer service, and social media presence. Advertising plays a vital role in shaping consumer perceptions of brands by creating certain associations, establishing credibility, and cultivating loyalty.

Associations

Advertisements create associations between a brand and certain aspects such as quality, reliability, and value. For example, ad campaigns that emphasize a brand's affordability and value can create the association of the brand being budget-friendly. Similarly, ads that showcase a brand's commitment to quality can build an association of trust and reliability.

Credibility

Ads can also establish a brand's credibility. By highlighting a brand's unique features, awards, and customer testimonials, ads create a perception of expertise and authenticity. For instance, an ad campaign that touts a brand's innovative technology can establish its credibility as a cutting-edge industry leader.

Finally, advertisements can cultivate loyalty among consumers by creating an emotional connection with the brand. Ads that showcase a brand's values, such as sustainability or social responsibility, can appeal to consumers who share those same values. Moreover, ad campaigns that build a brand persona are likely to create a loyal fan base that feels a personal connection with the brand.

Overall, advertising plays a crucial role in shaping consumer perceptions of brands. It can create positive associations, establish credibility, and cultivate loyalty. For instance, a study found that after viewing a brand's ads, consumers were 70% more likely to purchase the brand's products or services. Therefore, it is essential for brands to invest in effective advertising campaigns that help shape the desired consumer perception.

The Future of Advertising

In today's digital age, advertising has become an essential component of businesses. With the advancements in technology and changing consumer preferences, advertising is evolving at a rapid pace, challenging businesses to keep up with the latest trends and adapt to new strategies.

Advancements in Technology

The integration of artificial intelligence, machine learning, and data analytics has transformed the advertising industry. Brands are now using data to develop more targeted marketing campaigns and personalized communication with their customers. Emerging technologies such as augmented reality, virtual reality, and voice-activated assistants are also changing the way advertisements are being delivered to consumers.

Changing Consumer Preferences

As the power of information has shifted from the advertisers to the consumers, they are becoming more conscious of the advertising messages they receive. Brands are now focusing on creating authentic and engaging content to build lasting connections with their customers. Social media and influencers are playing a vital role in shaping consumer preferences, where customers are looking for authenticity, transparency, and personalized experiences.

Ethical Considerations and Potential Implications

With the increasing reliance on technology and data, there are ethical concerns surrounding data privacy and security. Consumers are now more aware of how their data is being used and expecting businesses to handle it responsibly. Additionally, the rise of deep fake technology, which can create realistic but false content, raises questions about the authenticity of advertisements and the potential implications it can have on society.

Advancements in technology are changing the way advertisements are delivered.
Changing consumer preferences require brands to create engaging and authentic content.
Ethical considerations around data privacy and deep fake technology demand responsible advertising practices.

As businesses navigate the ever-changing landscape of advertising, understanding these trends and their implications is crucial to stay ahead of the game in the future of advertising.

Advertising has a significant impact on consumer behaviour, as it influences their decision-making processes and purchasing choices. In this article, we have highlighted some of the key points that demonstrate the influence of ads on consumer behaviour. We have seen how ads can create brand awareness, shape attitudes, and affect people's emotions towards a product or service. We have also discussed the role of advertising in influencing consumer preferences and driving sales.

It is important for consumers to become more aware of the influence of advertising and make informed decisions. By being more critical of the messages conveyed in ads, consumers can avoid falling prey to marketing strategies that are designed to manipulate their behaviour.

Key Takeaways:

Advertising plays a crucial role in shaping consumer behaviour.
Ads create brand awareness and influence consumer attitudes and emotions.
Advertising drives sales and can affect consumer preferences.

As consumers, it is important to be mindful of the impact that advertising has on our behaviour. By questioning the messages conveyed in ads and making informed decisions, we can avoid being influenced by marketing strategies that are designed to manipulate our choices.

Take action now: Become more aware of the influence of ads by critically evaluating the messages conveyed in marketing campaigns. Research the product or service before making a purchase decision and seek out recommendations from trusted sources.

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HealthyChildren.org

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Influence of marketing communications on children, children’s consumer development, marketing to children in new media environments, mitigating advertising effects, using marketing insights to help children, future research, recommendations, clinicians and providers, policy makers, the effect of advertising on children and adolescents.

POTENTIAL CONFLICT OF INTEREST: The authors have indicated they have no potential conflicts of interest to disclose.

FINANCIAL DISCLOSURE: The authors have indicated they have no financial relationships relevant to this article to disclose.

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Matthew A. Lapierre , Frances Fleming-Milici , Esther Rozendaal , Anna R. McAlister , Jessica Castonguay; The Effect of Advertising on Children and Adolescents. Pediatrics November 2017; 140 (Supplement_2): S152–S156. 10.1542/peds.2016-1758V

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In ∼100 years, marketing to children went from a severely frowned upon practice to an integral part of growing up as companies came to realize that investing in marketing to children and adolescents provides excellent immediate and future dividends. Each year, enormous sums of money are spent to reach this valuable audience because children and adolescents spend billions on their own purchases, influence family decisions about what to buy, and promise a potential lifetime of brand loyalty. The channels to reach youth have grown, and marketers are increasingly using them, often blurring the distinction between entertainment and advertising. Because advertising to children and adolescents has become ubiquitous, researchers who study its influence raise significant concerns about the practice, especially as it relates to dietary behavior, family conflict, marketer tactics, and children’s potential vulnerability as an audience. In this review by the Workgroup on Marketing and Advertising, we highlight the state of the research in this area and suggest that more research needs to be conducted on understanding the following: the effects of advertising exposure, how psychological development affects children’s responses to marketing, the problems associated with advertising in newer media, and how researchers, parents, and practitioners might be able to mitigate the most deleterious advertising effects. We then present avenues of future research along with recommendations for key stakeholders.

The average young person growing up in the United States sees anywhere from 13 000 to 30 000 advertisements on television each year. 1 However, these figures do not include the marketing content online, in print, at the movies, in video games, or at school. It is important to note that advertising and marketing can serve a useful purpose for children. Marketing may help socialize children as consumers, inform them about products, and help them carve out unique identities as they reach adulthood. 2 Yet, as scholars who study advertising and children have found, there are legitimate reasons to be concerned with how marketers approach young audiences.

Some of the most pressing concerns are as follows: whether young people represent a vulnerable audience in need of protection; how marketers are reaching children in online and social networking environments; what parents, practitioners, and policy makers can do to help children contend with these messages; and what the marketing industry can teach various stakeholders about encouraging protective behaviors in young people. Moreover, there are issues related to marketing and young people that can have serious implications, and they deserve careful research attention because there are both short- and long-term negative consequences connected with exposure to marketing messages for products that are not healthy for children 3 , – 5 and the idealized images and messages within the advertising that youth see. 6 , 7 In the following pages, we discuss the current state of research in this area, offer suggestions for future research, and provide recommendations to key stakeholders regarding children, adolescents, and marketing.

The marketing of unhealthy products, including unhealthy food as well as alcohol and tobacco, is linked to various negative outcomes for youth. Research shows that food marketing increases children’s immediate and future consumption, food brand preferences are influenced by product placements and advergames, and childhood obesity is related to viewing commercial television (not viewing DVDs or public television programming). 4

Youth exposure to alcohol advertising also delivers unhealthy consequences. Alcohol advertising increases the likelihood that adolescents will start to use alcohol and increases consumption among adolescents who already drink alcohol. 3 This is particularly concerning because early alcohol use increases the risk of future alcohol dependence. 8

Although tobacco marketing has been banned from television for more than 40 years, youth exposure to television advertising for electronic cigarettes (e-cigarettes) doubled from 2011 to 2013. 5 Contrary to the suggested positive aspects discussed by the manufacturers, research shows that e-cigarette use does not prevent and may increase conventional cigarette use among adolescents. 9

Harm may also be caused by the overwhelming exposure to all types of marketing, and the images within this marketing, that children and adolescents experience. For example, a review of research found a consistent relationship between advertising exposure, materialism, and parent-child conflict. 6 Furthermore, a meta-analysis found that advertising and other media portrayals depicting the thin-ideal for women are related to a negative body image among women and girls. 7 Therefore, there is concern not only for the negative effects associated with the marketing of unhealthy products (ie, food, alcohol, and tobacco) but also for the negative effects associated with the way marketing exposure in general may influence how youth view material possessions and themselves.

For decades, researchers have recognized children as a vulnerable consumer group because of their budding developmental abilities. Relying on Piaget’s theory of cognitive development, researchers in many studies have reported that until children are >7 years old, they do not have the ability to detect persuasive intent in advertising. 2

Researchers in modern studies have moved beyond the age-stage theory of cognitive development and have found other variables that play a role in enhancing consumer competencies among young children. For example, research has shown that theory of mind (ie, the ability to think about the thoughts and feeling of others) predicts elementary school-aged children’s ability to understand selling intent and the social symbolism of brands. 10 , 11 Similarly, preschool-aged children with developed theory of mind are better equipped to detect persuasive intent. 12 Furthermore, executive functioning (ie, the form of cognitive development that explains impulse control, planned behavior, and categorization skills) has been linked to children’s ability to process brand messages. 11

What remains unknown is how children move from basic consumer competencies to being critical thinkers capable of defending against persuasion. Children’s readiness to learn from their social world renders them vulnerable until they develop skepticism. 13 The protracted development of executive functions (which continues into adolescence) may explain why this skepticism is slow to emerge. 14 By late adolescence, children’s ability to cope with advertising should surface. 13 However, even as adults, we may be capable of skepticism but still fail to use our critical-thinking skills at all times. 13 Hence, further research is needed to understand what (if any) individual differences characterize mindful child and adolescent consumers.

As marketing to children has moved to new media platforms, researchers have struggled to keep up with these changes. In the past, researchers could record a few hours of television to get a sense of how marketers were selling to children. However, monitoring new media is fraught with logistical issues because Web sites can be altered in a matter of hours and social networks can privately reach out to young people with commercial appeals.

What we do know about marketing appeals in newer media is that they are often qualitatively different from traditional advertisements. Instead of receiving messages passively, online advertisements engage children actively through advergaming platforms (ie, games featuring branded content) and/or through solicitation as brand ambassadors (eg, encouraging children to reach out to friends about a product). 15 , 16 These practices are particularly problematic because evidence shows that children have more difficulty understanding that they are being marketed to in these online settings. 17

Research also shows that marketers reaching children in online settings are acting with little oversight and are often more aggressive with their marketing strategies. For example, although companies are legally forbidden from collecting data on children <13 years old in the United States, evidence suggests that marketers do engage in this practice. 16 Moreover, content analyses of food product Web sites show that many companies feature food products that are substantially less beneficial to children. 18

Because of the concerns regarding the appropriateness and possibly harmful consequences of advertising targeting youth, various initiatives have been taken to protect and empower them. On a policy level, advertising regulations have been implemented to restrict certain types of advertising targeted at children. However, many of these policies (such as those related to alcohol and food marketing) are self-regulated, and convincing evidence for the efficacy of these policies is still lacking. 19 , 20 Moreover, as noted above, the boundless and simultaneously subtle nature of the online media landscape makes it increasingly difficult to implement and control advertising policies.

In response to the difficulties related to advertising policies, there have been calls to invest in the development of educational interventions to empower children by increasing their advertising knowledge. However, research indicates that possessing advertising knowledge does not necessarily enable children to cope with advertising in a conscious and critical manner. 14 Because of the types of appeals used and children’s growing cognitive abilities, young people may not be motivated or able to evaluate advertising and make well-informed consumer decisions. 14 Therefore, further investigation is needed to understand how best to use education interventions.

However, there is research that shows parents can play a key role in increasing their children’s comprehension of advertising and counteract potentially undesirable advertising effects by actively talking with their children about advertising. 21 Yet, in the contemporary media landscape, it has become increasingly difficult for parents to guide their children, particularly in online environments. 22 This makes it far more difficult for parents to recognize current advertising practices, which thereby restricts their ability to talk to their children about them. 23

Despite frequent criticism, child-targeted marketing has the potential to encourage positive behaviors. The effectiveness of social marketing confirms that identical techniques used to sell commercial products can sell positive attitudes, ideas, and behaviors. 24 Still, whereas there is a vast research base looking at adults and persuasion, little is known regarding the theoretical foundations of persuasion as applied to youth or the potential to effectively market healthful commercial products to young audiences.

One reason is that few theoretical frameworks were developed with children in mind. For example, the Theory of Planned Behavior presents a concise way to assess and then target precursors to behavior. Although it has been used in research with youth ≥9 years old, these studies often suggest the need to adjust the model to explain children’s behaviors. 25 In addition, it is unclear how this and other theoretical models apply to younger children.

Similarly, there is scant evidence regarding effective message design for young audiences. One example of this gulf in the research surrounds message framing. Some research suggests that adults typically respond best to gain-framed messages (ie, messages that highlight the advantages of performing a behavior), yet young children respond equally favorably to both gain- and loss-framed content (ie, messages that emphasize the negative repercussions of not taking action). 26 Furthermore, adolescents may respond differently to message framing because of developmental characteristics. For example, it is argued that adolescents are more influenced by loss-framed messages because these messages enhance cognitive dissonance in youth, yet adults are likely to experience this dissonance regardless of the message frame. 27

Lastly, whereas social marketing has frequently been investigated from a public health perspective, little has been done to assess how commercial media messages can have a positive impact on children. Certain marketing tactics, such as the use of licensed characters, have been recognized as being particularly influential. 28 A recent review of research regarding the use of characters in child-targeted food marketing acknowledged that although particularly effective at promoting unhealthy foods, children’s characters can encourage fruit and vegetable consumption as well. 29 In addition, children have been shown to find a vegetable dish more desirable when it is named attractively, although this has not been investigated in mediated contexts. 30 Nevertheless, to help children and families, researchers need a better understanding of how persuasive theories and message design apply to children to create effective messages for these audiences.

Based on the current gaps in the research literature, we recommend the following:

An interdisciplinary-focused content analysis dedicated to quantifying and tracking youth exposure to marketing messages across mobile and new media platforms. By considering the challenges associated with tracking advertising on new media devices, such a study would include insights from ethnographers, computer scientists, behavioral scientists, and public health specialists;

Longitudinal research exploring how youth process marketing messages across media platforms and across ages, with a particular focus on the following:

Understanding the link between persuasive-intent understanding and message perception and reception by using both direct and indirect measures that can reveal the processes through which children are persuaded by different forms of marketing messages;

Identifying developmental (eg, executive function and theory of mind abilities) and ecological factors (eg, socioeconomic status) that may moderate these effects; and

Based on the results of the first 2 proposals, determining the most effective ways to enhance receptivity to healthy messages and increase protection against unhealthy marketing messages.

Educate parents about the subtle pervasiveness of marketing (particularly in new media settings) along with the negative effects of increased commercial exposure in children. Medical professionals should also strongly encourage parents to monitor their children’s exposure to marketing communication.

By considering the challenges that children face in negotiating an ever-changing and often confusing persuasion environment, increased pressure should be applied to marketers to ensure that their practices are developmentally appropriate and transparent (eg, alcohol advertising).

Those working directly with children and/or developing curricula for children should focus on interventions that increase children’s advertising knowledge and help them engage critically with commercial messages in ways that are developmentally appropriate. Educators should also engage directly with young people to learn about the multitude of ways marketers target this audience.

All authors conceptualized and organized the review, drafted the original manuscript, and approved the final manuscript as submitted.

The analysis, conclusions, and recommendations contained in each article are solely a product of the individual workgroup and are not the policy or opinions of, nor do they represent an endorsement by Children and Screens: Institute of Digital Media and Child Development or the American Academy of Pediatrics.

FUNDING: This special supplement, “Children, Adolescents, and Screens: What We Know and What We Need to Learn,” was made possible through the financial support of Children and Screens: Institute of Digital Media and Child Development.

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Advertisements are becoming more and more common in everyday life Sample Essay

Updated On Dec 13, 2023

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IELTS Writing Prediction Questions for 2024

This article contains Advertisements are becoming more and more common in everyday life sample essays.

Given below is a real IELTS Writing Part 2 Essay question. We have provided sample essays as well as an essay outline so that you can practice writing your own!

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Read the sample essay for Advertisements are becoming more and more common in everyday life. Is this a positive or negative development?

IELTS Writing Task 2 Sample Essay

Advertising is gaining more popularity in the marketing of products or services. While advertisements are considered to be advantageous, they can have numerous negative influences.

It is unquestionable that there are several benefits of advertising. By dint o f the large-scale expansion of advertising in almost every kind of mass media and nearly all hoardings , this sector is likely to generate a diversity of employment opportunities . In other words, it provides occupations for artists, painters or copywriters in designing and preparing logos, contents or ideas for advertisements. Another advantage is that advertising may enable the messages involved in products and services to reach potential customers , followed by an increase in sales for businesses. Additionally, only thanks to advertisements, can customers be kept informed about newly-launched products . Therefore, they have more choices to make about their beloved products, contributing to the enhancement of their comforts and standard of living.

However, advertising could cause several disadvantages for customers. No sooner might companies or business exaggerate or even distort the facts related to their products for commercial purposes than the customers can experience feelings of confusion about these items, making them have troubles selecting the products to their taste. Furthermore, the facts show that the more advertising expenses increase, the higher the product price is. The reason can be that the selling price of the advertised items covers the high cost of advertisements . As a result, the advertised products can cost more than they should. Finally, when customers cannot resist the temptation of products which are advertised beyond customers’ expectations , there is every likelihood of them purchasing products which may be unnecessary. This trend could be seen as a waste of money.

In conclusion, based on the aforementioned explanations, individuals may gain both considerable benefits and drawbacks through the growing prevalence of advertisements.

Band 9 Sample Essay

Today, as is rightly said by many, is a world of marketing and endorsements. In the competitive world that we have today, advertisements and commercials are a must. This essay shall advocate the development and constructive impact of advertising.

Early-stage or mid-age startups, organizations and companies, the more we see, the more we observe the encompassing pervasion of businesses these days. One niche has typically umpteen business models. With the rising era of entrepreneurs, solopreneurs and digital nomads, the vigour and strife amongst businesses have only been exacerbated. Therefore, advertisements are of greatest essence keeping in view the current times, thereby, resulting in the increasing usage of various adver

tising channels, be it, pamphlets, hoardings, flyers, newspaper commercials, or the entire digital marketing rigmarole. The more the marketing, the more is the awareness.

Many people might not even be acknowledged to the new product line a company launches or a new product that paves its way in the market. In such a scenario, making them aware is the only perspective initially thought of. Moreover, making a new customer be a stalwart, remarketing branding and endorsing are what businesses primarily and obviously look for. During today’s time when options are many, in the pursuit of customers, a recognition of a brand evanescing is not uncalled for, reminding them of one’s existence, in such a case, is majorly solicited.

Some may argue that advertising tactics today have been misguiding, well, that’s not the case amongst those who are prudential and wakeful of the multiple sources available.

Conclusively, it could be stated that advertisement has been progressive development, and not only should it be treated as an option to ponder upon, but also considered as one of the key constituents of a business model and the relevant campaign.

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Home / Essay Samples / Business / Advertisement / The Effects Of Advertising Junk Food

The Effects Of Advertising Junk Food

Category: Business , Food , Health
Topic: Advertisement , Junk Food , Nutrition

Pages: 3 (1404 words)

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