Advertising takes money, whether purchased through an online advertising service, print ads in a newspaper or commercials on radio and TV.
Designing the ads and the copy costs money, as well. On the high end, companies spend up to $2.6 million for a 30-second commercial during the Super Bowl. While the positive impact of advertising is bringing in sales dollars, the negative impact is felt by those who are the target of the advertising. MisrepresentationAdvertising aims to present a product in the best light possible. There is some leeway in the creative process.
As the Gecko in the Geiko ads says, "That's just a dramatization, of course," referring to the idea that if you ask Geiko representatives for an English muffin, they'll serve one up toasted with butter and jam. The problem arises when the dramatization crosses the line into falsely representing a product. Hefty fines can result from false advertising when levied by the Federal Trade Commission. Unrealistic ExpectationsDirect-to-consumer advertising for prescription drugs has resulted in unrealistic expectations about the effectiveness of drugs and their side-effects, according to the Food and Drug Administration's study "Patient and Physician Attitudes and Behaviors Associated With DTC Promotion of Prescription Drug." Voice-overs give the downside to the drug, but the visual images show healthy, happy people. It's not unusual to hear that even death may be a side-effect of a prescription drug.
Beauty and health products may also not live up to their promises, resulting in wasted consumer dollars. Disclaimers are often hidden in very small print on product packaging and in out-of-the way spots in ads. False ImagesAdvertising is ingrained in American culture, from children's programs on Saturday morning to talk shows and prime time TV. Advertising even invades movies through product placement. It's not an accident when a movie hero holds up a can of Coke instead of Pepsi. Advertising influences how people feel about themselves -- often in a negative way.
Based on the images they see in advertising, women often feel they should be thin and beautiful and hold down full-time jobs while also being full-time mothers. Advertising communicates that men should be handsome, tall, athletic, caring husbands, thoughtful fathers and virile at all times. These images are often unrealistic and unattainable. ChildrenIn his study "Review of Research on the Effects of Food Promotion to Children," Professor Gerard Hastings found there is a link between food advertising and children's preferences regarding what they will consume. Ads for many sugary cereals encourage children to ask their parents for those particular products -- regardless of whether the products are good for the children. It's not coincidental that the most heavily advertised toys during the holiday season end up being the top sellers.
Children are susceptible to advertising.
