Impact of Advertisement on Society

Wednesday, 03 September 2014

Milind Kumar Audichya (201304100120080)
1

Dear Honourable Judges, Respected Faculties, and all good listeners a very good morning to
all of you. Let me introduce myself first, I am Milind Audichya coming from tymca, Srimad
Rajchandra Institute of Management & Computer Science.
I am going to speek about the Impact of Advertisement on Society
Anywhere a person looks, he will always see some form of advertisement. In fact, billboards,
posters, fliers, and other print media are visible almost everywhere. Basically, all these
promotional materials aim to inform people about the existence of a certain product or
service. In addition to that, promotional materials like posters and billboards seek to
communicate a message to society.

Advertisement started in 1500 BC.
First add was in an newspaper in London was about a prayer book sale.
In tv first ad was on 1
st
july 1941.
Google Starter Ads in 2000.

Every print advertisement carries a specific message that is associated with the marketing
objective of the sponsor. With its creativity of presentation, advertisements done in print
media usually influence the way people think about a product, service, or id ea. Mostly,
advertisements aim to affect the purchasing decision of the consumer market. Indeed,
advertising has proven to be a powerful force in terms of persuading society to patronize
the product, service, or idea that a firm is selling.
They are the best barometer to judge the nature of the society and keep us up to date with
the changing trends. Commercials provide general awareness and valuable information
about the goods and services available to the consumer. Ads are powerful means of
communication during crisis and aid in solving social issues. They are the quickest means of
communication between the government and the common people.
In India, every year, the government advertises in radio, TV and newspaper to get their
children Polio vaccination if they are between 0-5 years. The success rate has been over 80
%. Again, without commercials, this would not have been possible. Thus advertising played a
crucial role in the success of Pulse Polio campaign. Advertising can also be used to generate
awareness among public that which product they use and to which product they can say no.
It can also be used to educate people about certain dis diseases or danger (example: - AIDS,
TB, viral diseases, etc.). Even the backward people are now aware of many diseases and
their problems. And all these credits goes to proper advertising.
Advertising can also be used to inform public about social events like concerts and
performances. Charities can use media to advertise about the illnesses and encourage
people for donations. Social organizations and NGO's can use the mean of advertisement for
promoting their campaigns. Seeking help through advertisement during epidemics or
natural calamities can help a lot.
Advertising is the mostly debated topic now. Like every other thing it has also some positive
as well some negative points. If it has some positive aspect of social and economic impact
on society then it do have some negative impact also. Advertising a public welfare program
has positive social impact whereas exposing woman in an advertisement has negative
impact on society. There are two advertisements, shown below. Both of them are of same
Impact of Advertisement on Society
Wednesday, 03 September 2014
Milind Kumar Audichya (201304100120080)
2

products, that is deodorants, but with different forms. One can judge from them that which
one have positive and which one can have negative impact on society.
Advertising is a mass marketing technique. Assorted techniques are used for advertising
which persuades the consumers that why they need the product which is being advertised.
They focus more on the benefits, which consumer will get from that product, rather than
the product itself. Through advertising, products can be known to public easily. They can
decide which product they need and why. Thus increasing the consumption and as a result
also increasing the demand of the product.
There are also various blames that advertising is causing negative social impact on lives.
Even if advertising has a vast good impacts on society, it can be ruled out that is has bad
impact also. It plays with the emotions of general public and encourages them to think that
buying and depleting are the activities of life. Advertising posters of modern films, where
sexuality is shown much than the actual theme of the movie, can divert the society a lot.
Materialism is being much glorified through advertisements, which can again have
dangerous consequences Society is becoming ignorant towards social or world issues
because we are too obsessed to satisfy our newly created needs. We want to earn more and
more money so that we can buy happiness in forms of products, being advertised as they
can bring all the happiness in our lives. We are starving for material goals, because we
always just want to have more.
Products which are heavily advertised are expensive due to the cost spent on advertising. It
is true that advertising increases consumption, but its also true that the more we consume,
the more we destroy the environment, because if demand increases production also
increases. Thus the need of raw materials also increases.
So, we can say that advertising has positive as well as negative impact on society. The
balance, of what is necessary and what really not needed should be focused more.
Advertisement can create contentment but can also simultaneously create discontentment.
Our society and the marketing of products depend so badly on advertisement that even its
negative impact on society cant outweigh the many positive social and economic effects.


'Necessity is the mother of invention' is an oft-quoted saying. But now-a-days the reverse of
it is more true. In modern business, 'invention' is mother of necessity.

In this age of machinery, new things are produced everyday. Market is created for these
things through advertisement Businessmen advertise their goods in various ways and thus
spread a knowledge of their goods among the customers.

It is through advertisement that people begin to feel a need for even those goods of which
they had never heard before. Advertisement creates demand. it is the backbone of
commerce and Industry. No business can stay in the business world without advertisement.
A successful businessman is one who snatches away money from even the most miserly and
reluctant customer. Thus, the business world rotates on the pivot of advertisement.

As the world is progressing, so the means of advertisement are also increasing. We all know
that big posters are pasted on the walls, and handbills are distributed to advance the sale of
Impact of Advertisement on Society
Wednesday, 03 September 2014
Milind Kumar Audichya (201304100120080)
3

goods. Walls are painted and big signboards are displayed on crossings and prominent
places to serve this purpose. In a cinema hall, first of all we see the advertisement slides. A
major part of the daily newspapers is full of advertisement. 'Situations Vacant', 'Tender
Notice', 'Educational', 'Lost and Found', 'Matrimonial', cinema advertisements, and
advertisements of so many other commodities are regular features of all newspapers. Radio
and Television also are being used as means of commercial advertisement.

A good advertisement must have certain qualities. First, it should be based on human-
psychology. A thing meant for ladies, should be advertised in such a way that they are
attracted towards it. If men are to be customers, then it should appeal to their tastes. Goods
for different income groups should be advertised, taking into consideration their purchasing
power. A motor car is a thing for the rich. Its advertisement must be touch the mentality of
the rich. Usha Sewing Machine should be advertised in such a way that the family man, with
ordinary income, may feel the economic advantages of the investment of his money on it.

Secondly, advertisements should be attractive. This is very essential. People look towards an
advertisement only if it is eye-catching. Good, interesting pictures are very effective form
this point of view. We all know about 'Sanforised cloth'. The advertisements to show that
quality of the cloth display a man wearing a suit of non-sanforized cloth. He appears funny
and uncomfortable as his suit has gone out of fit by washing. Another man is shown wearing
a suit of 'Sanforised cloth'. How smart and active he appears. We immediately learn that
'Sanforised cloth' is best because it does not shrink. So a good advertisement must be
interesting, attractive and eye-catching. But proper sanctity must be maintained and
unnecessary exposure must be avoided. It must also be frequently repeated, otherwise
people forget all about the goods advertised.

People do not like to waste their time on things which do not concern them. So to be
successful, advertisement must be brief. Long descriptive stories or certificates of praise
about certain thing do not make good advertisement. This is an important point in
advertising and a good advertiser must keep it in mind.

Advertisements are not concerned with the good or bad quality of goods. Even the most
injurious goods are advertised these days. Advertisements of undesirable drugs and
medicines and indecent literature, so common. They simply cheat the public. So we should
be careful while purchasing an advertised article. We should use our own mind, instead of
blindly following the advice of the advertisement.

In our country, the art of advertising is in its infancy. in progressive countries, like America,
big business concerns have specialists and experts for this purpose. They spend huge
amounts of money on advertisement. But it is not so in our country. Some businessmen
consider their products to be very superior. They think advertisement unnecessary. This is
undesirable. To get success in business every big or small business-concern must make
effective us of art of advertising goods. To run a business without its aid is not possible in
the modern age.

Impact of Advertisement on Society
Wednesday, 03 September 2014
Milind Kumar Audichya (201304100120080)
4


Creative without strategy is called 'art' ,creative with strategy is called
advertisement

However far your travels take you, you will never find the girl who smiles out at
you from the travel brochure. ~ Anon

The very first law in advertising is to avoid the concrete promise and cultivate
the delightfully vague.~ Bill Cosby

As a profession advertising is young; as a force it is as old as the world. The first
four words ever uttered, Let there be light, constitute its charter. All nature is
vibrant with its impulse. ~ Bruce Barton

In our factory, we make lipstick. In our Advertising, we sell hope. ~ Charles
Revson

I remember the day we were hanging around the bands commune and Roger
came in with the press kit for a rock band (Moby Grape) any of us had ever
seen. It looked psychedelic, yet it was done by ad people. I believe the word
hype was coined on that very day. ~ Cynthia Heimel (If you can't live without
me...)
Infiniti ads are part of an exciting new trend called Advertising Whose Sole
Purpose Is to Irritate You. ~ Dave Barry (Dave Barry Talks Back)

There is one catagory of advertising which is totally uncontrolled and
flagrantly dishonest: the television commercials for candidates in Presidential
elections. ~ David Ogilvy (Confessions of an Advertising Man)

I never tell one client that I cannot attend his sales convention because I have a
previous engagement with another client; successful polygamy depends upon
pretending to each spouse that she is the only pebble on your beach. ~
David Ogilvy (Confessions of an Advertising Man)

Impact of Advertisement on Society
Wednesday, 03 September 2014
Milind Kumar Audichya (201304100120080)
5

To advertisers: "Do not compete with your agency in the creative area. Why
keep a dog and bark yourself?" ~ David Ogilvy

It takes courage to be creative. Just as soon as you have a new idea, you are a
minority of one. ~ E. Paul Torrance

An advertising agency is 85 percent confusion and 15 percent
commission. ~ Fred A. Allen
Advertising is the modern substitute for argument; its function is to make the
worse appear the better. ~ George Santayana

Advertising is legalized lying. ~ H.G. Wells

Half the money I spend on advertising is wasted; the trouble is I don't know
which half.

Advertising is the most fun you can have with your clothes on. ~ Jerry Della
Femina

There is a great deal of advertising that is much better than the product. When
that happens, all that the good advertising will do is put you out of business
faster.
~ Jerry Della Famina

The list of sins committed by advertising is limited only by the creativity of its
critics. ~ Jerry Kirkpatrick (A Philosophic Defense of Advertising)

You can fool all the people all the time if the advertising is right and the budget
is big enough. ~ Joseph E. Levine



Before and After...
Impact of Advertisement on Society
Wednesday, 03 September 2014
Milind Kumar Audichya (201304100120080)
6

Perhaps the most curious mutation of the corset advertisement is the
transformation, or clinical type, consisting of two photographs. The first shows a
rather bedraggled young matron in a gaping, misshapen girdle at least half a dozen
sizes too large for her, cringing under the cool inspection of a trained nurse and
several friends. Judging from the flowers and the tea service, the hostess has
invited her neighbors in to deride her physique, for they are exclaiming in unison,
Ugh, my dear youve got lordosis [unlovely bulge and sagging backline!] The
second photograph, naturally, depicts the miracles wrought by the proper girdle,
which, in addition to the benefits promised in the test, seems to have removed the
crows feet from under the subjects eyes, marcelled her hair, reupholstered the
divan, and papered the walls.
S.J. Perelman (Most of the Most of S.J. Perelman)


If you are writing about baloney, don't try and make it Cornish hen, because
that's the worst kind of baloney there is. Just make it darn good baloney. ~ Leo
Burnett

I've learned any fool can write a bad ad, but it takes a real genius to keep his
hands off a good one. ~ Leo Burnett

I am one who believes that one of the greatest dangers of advertising is not that
of misleading people, but that of boring them to death. ~ Leo Burnett

I have learned that it is far easier to write a speech about good advertising than
it is to write a good ad. ~ Leo Burnett

We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell
of an ad.' ~ Leo Burnett

The trouble with us in America isn't that the poetry of life has turned to prose,
but that it has turned to Advertising copy. ~ Louis Kronenberger

Impact of Advertisement on Society
Wednesday, 03 September 2014
Milind Kumar Audichya (201304100120080)
7

'Be comfortable with who you are', reads the headline on the Hush Puppies
poster. Are they mad? If people were comfortable with who they were, they'd
never buy any products except the ones they needed, and then where would
the advertising industry be? ~ Mark Edwards

Many a small thing has been made large by the right kind of advertising. ~ Mark
Twain

The modern little red riding hood, reared on singing commercials, has no
objections to being eaten by the wolf. ~ Marshall Mcluhan

Good wine needs no bush, and perhaps products that people really want need
no hard-sell or soft-sell TV push. Why not? Look at pot.~ Ogden Nash
Some jobs are worse than actual wives. Ad agency vs. Matrimony, for instance:
Even the most capricious and demanding spouse is not going to divorce you for
refusing to spend forty hours a week making up lies about toilet paper. ~ P.J.
O'Rourke (The Bachelor Home Companion)

Advertising is like learning -- a little is a dangerous thing. ~ P.T Barnum

Advertising is a valuable economic factor because it is the cheapest way of
selling goods, particularly if the goods are worthless. ~ Sinclair Lewis

Advertising may be described as the science of arresting the human intelligence
long enough to get money from it. ~ Stephen B. Leacock

Doing business without advertising is like winking at a girl in the dark. You know
what you are doing, but nobody else does. ~ Steuart Henderson Britt

The advertisements are the most truthful part of a newspaper.~ Thomas
Jefferson

Impact of Advertisement on Society
Wednesday, 03 September 2014
Milind Kumar Audichya (201304100120080)
8

Just because your ad looks good is no insurance that it will get looked at. How
many people do you know who are impeccably groomed . . . but dull? ~ William
Bernbach