DISCLAIMER: You cannot hold me responsible for the accuracy of statements made in this speech. I am very open to any feedback/comments.
Advertising has grown to be an industry worth many billions of dollars across the world. Advertising is a form of communication used in helping sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. However, advertising does typically attempt to persuade potential customers to purchase or to consume more of a particular brand of product or service. Whilst this helps companies sell their produces, and helps consumers to learn what is on offer, many believe that this huge amount of advertising can be harmful. It may make people want too much, or things that they cannot have, or it might make them feel inadequate when they don't have something. I’m going to explain to you all today how advertising is invasive, can have a negative psychological impact and is driven by money instead of having consumers best interests at heart.
No, it's not your imagination. The amount of advertising and marketing Australians are exposed to daily has exploded over the past decade; studies show, that on average we see 3,000 ads per day. The levels of advertising are just too much these days. Almost all public space has some advertisements in sight and all forms of media, from newspapers to the internet, are also filled with adverts You cannot walk down the street, ride on a bus, watch television or read your email without seeing advertisements. Advertisements are embedded in television, radio, cinema, magazines, newspapers, sports events, video games, stationary billboards & posters, mobile billboards on cars & buses, catalogues, fliers and Internet marketing such as pop ups, spams..etc. Even outer space isn't safe from commercialization: the Russian space program launched a rocket bearing a 30-foot Pizza Hut logo, and some companies have investigated placing ads in space that will be visible from earth. People shouldn't have to have their lives attacked by a huge quantity of information they might not want. People cannot just choose to ignore advertising, because advertisers use many underhand methods to get their message across. Posters have attention grabbing words, or provocative pictures. Some adverts today are even being hidden in what seem like pieces or art or public information so people don't realise they are being marketed to. For example, in the old days, cigarettes, alcohol & fast food. More recently on Home & Away, the LA Ice bottles. By targeting people’s unconscious thoughts adverts are a form of brainwashing that take away people's freedoms to make choices.
Advertising leads to many people being overwhelmed by the endless need to decide between competing demands on their attention – this is known as overload. Recent research suggests that people are on average less happy than they were 30 years ago - despite being better off and having much more choice of things to spend their money on. The incredulous claims of adverts crowd in on people, raising expectations about a product and leading to inevitable disappointment after it is bought. For example, this product will reduce signs of wrinkles in 7 days, will leave you hair sleek & shiny after just 10 washes, is the best coffee in town. Shoppers feel that a poor purchase is their fault for not choosing more wisely, and regret not choosing something else instead. Some people are so overwhelmed that they cannot choose at all. Many adverts do more than just advertising products. Some try to make people feel inferior if they don't have the product, or if they have something which the product would change. Perceptions of beauty and fashion in particular have been terribly distorted. Many young people have low-self esteem, and lead unhealthy lifestyles because they feel they should be thinner and more attractive like the models they see in adverts. This leads to serious problems like eating-disorders and self-harm. Advertising gives the impression, especially to children, that they can and should have everything they want. This makes people too interested in material things. People are becoming more selfish and obsessed with their possessions, and losing their values of patience, hard work, moderation and the importance of non-material things like family and friends. This harms their relationships and their personal development, which has serious effects for society as a whole.
Money spent on advertising has increased dramatically in recent years. In 2007, spending on advertising has been estimated at over $385 billion worldwide, and expected to exceed to $450 billion by 2010. While advertising can be seen as necessary for economic growth, it is not without social costs. Advertisers don't have the good of society in mind when they do their work - they only care about making profit. This means that they regularly advertise unhealthy or harmful things. Fast food adverts are a large part of the reason so many children are obese. The adverts just try to make children eat as much food as possible without any concern for the health costs. Advertising gives an unfair advantage to big businesses. Small companies might have much better products, but they cannot afford to advertise them as well and so people don't find out about them. This restricts the quality of products for consumers, and places a huge roadblock to the success of small businesses.
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