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Advertising Bombing

In now days we are always in lack of materials. We find another key component of television, present everywhere and everywhere. These are the ads that accompany all the programs. The purpose of the show is to keep the world stuck on the screen as long as it takes to make it see the ads. The purpose of the ads is to capture the attention of viewers as long as they need to earn money.

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How much does advertising impact on our everyday life?

An important issue that concerns television is that it makes us forget the many problems that exist in today’s society. Advertising is a proof of this problem. Of course, advertising was not invented by television; it was probably born at the same time as trade. However, the media, thanks to its excellent persuasion and penetration in all venues, has greatly enhanced the effectiveness of advertising.

Of course, transmitting objective information about a product to make it more widely known and exploitable is not bad. On the contrary, it is a beneficial service to the buyer as well as a fundamental term of trade. The problem stems from the fact that advertising actually deviates significantly from these purposes and, using all the psychological mechanisms of concealed persuasion, is transformed into a continuous bombardment of images and slogans in order not to inform the world but to push it with sneaky way of consumption.

In addition, advertisements have an immediate economic impact on the market because, as a result, the prices of advertised products are disproportionately higher than those of non-advertised products, and very often regardless of their quality.

For this reason, it is clearly wrong to claim that private channels, which are not supported by the public contribution paid by citizens for public television, offer free of charge their programs. Why, in fact, we pay a percentage of this levy whenever we buy a product advertised on private channels, as the cost of advertising costs the final price of the product. Places where viewers can not accurately calculate the amount of contribution they pay in this indirect way to private television stations each year.

Advertising serves the consumer society because it activates the following vicious circle: greater consumption – greater production – even greater consumption.

Advertisements mainly hit the population groups with the lowest cultural background: the lower a person’s cultural level, the more often he sees television, and thus the impact of advertising is more. Additionally, advertising is based on the distortion of reality, as it shows something and sells something else that has not even an external link with the advertised product. By following the recipe of the glowing body, the advertisements promise masculinity, beauty, charm, youth, and success while actually selling soaps for bathing or anything else.

Where is the strength of advertising?

Advertising is created with the help of specialists and psychologists who are deeply aware of the persuasion strategy. Here are some of the simplest psychological mechanisms that advertising uses:

– Generalization. According to this mechanism, advertising expands arbitrarily the positive or pleasant aspects of an asset that one has in his personality. If, for example, I admire Ronaldo’s football capabilities, I automatically appreciate the yogurt advertised by this player. It is clear, of course, that there is no logical link between football skills and knowledge about dairy products.

– The credibility of the source. The ease with which we accept advice is proportional to the credibility or prestige of the one who gives it. For this reason, advertisements use people who enjoy a general appreciation from public opinion.

– Social stereotypes. The luxury advertising often uses social stereotypes, presenting some people with attributes that they do not have, but which are considered to be the characteristics of the social group to which they belong.

It has been shown that the success of an advertising campaign, as well as a television show, is proportional to the number of stereotypes it refers to. It is also known that stereotypes are enhanced by their television reproduction.

– The association. Advertising collectively links a product with images or situations that, when reproduced in everyday life, recall it in a conscious or more often unconscious way. Such pictures always enjoyable, of course, not only attract and keep the viewer’s attention more easily, but also create a link between what he likes and the advertised product, which in turn is just as pleasant. This explains why advertising always refers in a way that is clear or suggestive of sexuality, even to the promotion of a wide variety of products that have absolutely no relation to sex.

– The need for compliance. It is the need of a person to acquire specific characteristics of the social group to which he belongs or which he admires. This need, which is particularly strong in younger people, is at the root of all habits and behaviors, with which everyone, whether wanting or not, is adapting. This particular need also explains why we are more prone to embrace an idea or behavior that many people have already accepted or followed.

Television encourages conformism.

– The fear. This psychological mechanism is mainly exploited by religious and political propaganda, health-related advertisements,

– The mechanism of engagement. This mechanism mainly invests in competitions, pooling of points or vouchers, etc.

– Passivity. The quantity and quality of promotional messages are organized in such a way as to minimize the scope for reasonable reaction on the part of the viewer. Visually impaired viewers also support subconscious messages.

So, in conclusion all this advertising bombing can lead us to the wrong way and everybody has to think twice before he chooses to use what he just saw on television.

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