The modern era has been dubbed many things, from the Nuclear Age
to the Plastic Age and the Machine Era. However, perhaps the most fitting
description for our times is the Age of Advertising. The desire to maintain high
standards of living and the fierce competition among businesses to sell their
products have resulted in the pervasive and aggressive advertising that has
become a hallmark of our lives.
Everywhere we turn, we are bombarded with advertisements - from neon signs and
sky-signs to newspaper ads and commercials on radio and television. Advertisers
use every trick in the book to create a need in the minds of consumers,
appealing to their emotions and instincts to sell products. The pressure to keep
up with the latest trends and gadgets often drives people into debt, causing
stress and anxiety.
One of the negative consequences of advertising is that it contributes to the
neuroses of the twentieth century by creating a strain on individuals to
maintain artificially high standards of living. Many advertisements encourage
the habit of indebtedness by offering products on installment payments, which
does not promote attitudes of thrift. Additionally, advertisements often appeal
to our most basic and emotional instincts and can be almost pornographic in
nature.
However, advertising is not all bad. It serves a useful social function by
informing people of what they can buy and where they can buy it. In fact, many
businesses rely on advertising to sell their products and remain economically
viable. When presented in a tasteful and aesthetically pleasing way,
advertisements can even be educational.
In recent years, advertisements in better-class periodicals have shown a new
respect for the reader's intelligence and sensitivity. Many ads now incorporate
informative material and aim to be aesthetically pleasing. Advertisements can
also be a source of entertainment and aesthetic delight, even for those who
cannot afford the products being advertised.
However, there is still much that can be done to improve advertising standards
in all media. Businesses must resist the temptation to pander to lower tastes
and emotions to influence consumer choice. Advertisements should be presented in
a plain and tasteful manner, with an emphasis on informative and educational
content.
In conclusion, advertising has become an integral part of modern life. While it
can have negative consequences, it also serves a useful social function and can
be a source of information and aesthetic pleasure. By improving advertising
standards and resisting the temptation to appeal to base instincts, businesses
can help ensure that advertising remains a force for good in society. |