Advertisement
is a commercial broadcast information of the availability of services, products and ideas that can be benefited by
the society with or without retaining to the pertinent broadcasting institution. Based on BuzzCity research, Indonesia’s Internet user has rapidly
increased in the amount of 31 % from fourth quarter of 2010 to first quarter of
2011. Indonesia took up the second position of mobile advertisements. Hence, Indonesia
is one of potential nation in which producers can promote their products
through advertisements. A partner in the advertising firm Chuck Blore & Don Ruchman, Inc., Chuck Blore, stated that advertising is the art of arresting the human intelligence
just long enough to get money from it (Bagdikian, 2000). Producers gratify
their desire by marketing their products throughout creative advertisements
aiming to attract people to buy their products. It is not impossible that they promote
their products not in honest way. Thus, advertising is
not a paramount importance in marketing strategy.
Some opponents may
plead that advertising has a substantial role in marketing products. They think
that advertisements can help them in getting amount of customers. As long as
the customers are fascinated in a particular product, they will utilize that
product in long time. It impacts on the products sale and income the producer
gets. However, increasing the quality of the products is more important than
promote the products via advertisement. Moreover, some may argue that advertisement shows the products superiority. Through advertisement, producers
persuade customer that their products are the best. Nevertheless, this
confidence cannot go further; this may lead to public falsehood. To summarize the ideas above, advertisement is harmful.
It is obviously seen
that advertisement leads to consumerism, even hedonism. Consumerism is the belief that it is good to buy and use a lot of goods, while hedonism the
belief that gaining pleasure is the most important thing in life. If people pursue those
beliefs, it would affects on the society in some way. In Economic, for
instance, people who practice consumerism need more much money to please them
than who do not. It will raise people living cost and they need job to earn
some moneys. When there are no job vacancies available, they will do anything
to fulfill their daily need. They may commit crime to get money. Hence,
advertisements have negative effect in society.
In
addition, advertisements generate stereotyping. Stereotype is an exaggerated
belief in forming idea of a person or thing, so that it is assumed that they
will behave in particular way. As an illustration, nearly all model cosmetics
advertisements are always a beautiful white-soft-skinned woman and have a sharp
nose. It establishes people, especially female, generally think that to be an
ideal woman, they should have beautiful soft white skin and sharp nose. This
stereotyping makes people prefer to buy products based on the advertisements,
not the quality. People would be disappointed if the products are not as what
advertisements promise. Furthermore, stereotype convinces producers that the
products they produce are the best. It may cause unhealthy competition of
advertisements. For example, one of provider ad markets their products by tease
another provider. They clearly counter another provider by using different
color for each provider that visibly represents them.
To sum up, advertising is not the only thing that
producers have to do in marketing theirs products. Two negative effects of
advertisements –leading to consumerism and generating stereotypes- should be
reconsidered by both the producers and advertisers.
References
Bagdikian, Ben H. (2000). The Media Monopoly: Sixth Edition. Beacon
Press.
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