'Advertising is a liaison between the products of business and mind of the nation.'

I hold a parker in my hand, and as I begin writing about the influence of advertising in our lives, thoughts, habits, culture, attitude, approach etc. I am reminded that, I mentioned 'Parker', not pen. Oops! Advertising has really entered into our veins, Instead of simply identifying it as a pen, I call it 'Parker'. Now, surprised with my behaviour I take a look around my room, and find LG, Reebok, Oakley, Swatch, Samsung, Acer etc. This is the power of advertising. It creates an emotional bonding between products and our lives. DO YOU KNOW? World Advertising expenditure reached $ 446 billion in 2002. (Now, you can imagine its impact on our lives!)

Advertising is paid, non-personal communication that is designed to communicate in a creative manner through the use of information-directed media or mass, the nature of products, services and ideas. It is a form of persuasive communication that offers information to serve the objectives determined by the advertiser. The word 'advertise' originates from Latin 'advertere', which means 'to turn toward' or 'to take note of'. Certainly, it aims to attract attention, develop stimulus, and produce response. Advertising is an important social phenomenon. It stimulates consumption, economic activity models, life-styles and a certain value orientation. Consumers are confronted with substantial daily doses of advertising via multiple media. With perpetual bombardment of marketing media, it is presumable that it affects our individualism, society and the world. Consumer minds can be changed, opinions moulded. Attitudes towards a brand are not set in stone after one commercial or even one purchase. Ads are purpose-guided and goal oriented, and shaping attitudes and habits is also among the advertisers' motives. This yield is an analytical approach to advertising affects.

These affects are not restricted to one phase of life. Its influence can subvert culture too. The theme or concept of the ad gives a message and its impact also affects our culture and values. The need to sell products has summoned the creative juices of advertising Copywriters and Art directors in a way that appeals to mind and emotion like nothing else. In this process, they attempt to be creative, but sometimes end up immoral and unethical. Two recent ads bring into focus the kind of approval advertisers are extending to immoral practices. One is of communication services, and second of a vest brand. The telephone services ad shows the telephonic rings, and the husband tells his wife to lie. And in the vest brand ad, who falsely accepts a pizza delivery for someone else. Advertising drives culture. It may just as easily propagate negative cultural traits as positive ones. As everything has its pros and cons, advertising also does. Advertising, being in the public domain, should be truthful and positive. Advertising can build culture by using positive roles models and reinforce positive cultural values.

The constant growth in the industry and acceptance by the masses proves its utility and significance in the modern era. Advertising has proved its effectiveness in reaching masses and influencing consumer behaviour. It is a persuasion game, and is successful to do so because it is right on the cutting edge of technological change. It makes an extra effort that persuade the way a person makes choices and embeds in the mind a value system that is accommodating of certain consumer trends. Advertising makes information available on easier ways of washing, cooking, showing affection and living betters than the next man or woman. It is a play on our vanity. The success of advertising also lies in the utility that it generates for both, seller and buyer. Its reach to masses is utilised by the seller, and provides information on which is required by the buyer. Thus, clubbing of two interests helps in cost reduction too. Consider the example of this journal; the advertisements are beneficial to both, our publishing team and the advertisers.

In conclusion, advertising has a large influence on my life and every single soul. The clothes we wear, the cellular phone we carry, the hairstyle we follow, the food we eat (especially fast-food), the cars we drive and the list goes on...

BOTTOM-LINE : ADVERTISING REALLY MATTERS!

About the Author

School Topper, Bachelors in Commerce & Post-Graduate in PR & AD from prestigious (Dept. of Journalism & Mass Communication),University of Lucknow, India