Demerits of Advertising Essay Example for Free

Demerits of Advertising Essay Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messagesModern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Type Demerits1 Demerits of Advertising (Objections) Various objections against it may be listed as follows: 1. Economic Objections a) Advertising is not productive. It is true that it does not produce any tangible goods. It is said to involve wasteful expenditure. b) It forces people to desire and buy goods, which, in fact, are not within their means.  c) It increases the cost of goods. Advertising charges are included in the price, which the consumer has to pay. d) Advertising results in monopoly. The consumer becomes a slave to a particular brand. 2. Social Objections a) Most of the advertisements contain tall claims and the consumers do not enjoy the benefits advertisement in full. They are shortlived only. b) The press is influenced by the advertisers because they provide major revenue for the existence of newspapers. 3. Ethical Objections a) Advertising appeals make people to use such articles, which may affect their health. For example alcoholic drinks and cigarettes. b) People with less purchasing power cannot afford to buy articles even though advertisements create a strong need in them. Thus a section of society remains discontented. Whatever may be said against advertising, it is increasingly used almost in every branch of business to promote sales. It is not merely a means of sales promotion but today it has become a science equivalent to any other social science. Type Demerits 2 These are the disadvantages of advertising: Increases the cost: It increases the cost of goods. The cost of the advertisement is included in the price and is ultimately borne by the customers. Misleads the public: It misleads the public by giving false statements about the product. (It may be true in some cases but majority of advertisers know the value of honest statements.) Creates a dissatisfaction: It creates tastes and desires for some people whose income may not allow them to buy. Such people feel dissatisfied. Creates a monopoly: It increases monopolistic trend. Due to advertisement some manufacturers create monopoly in industry and thus reduce healthy competition. It becomes difficult for new firms to enter the field. Creates the confusion: It creates the possibility of wrong purchases. Being impressed by the advertisement, in some cases, a person is not able to purchase the commodity, which he actually wants to purchase. Encourages luxury: This encourages luxury. Mostly the commodities related to comforts and luxuries are advertised, for example, cigarettes, cosmetic goods and etc. due to advertisement of cigarettes several persons start smoking cigarettes, which becomes habit. Reduces cleanliness: It reduces cleanliness. Large number of posters and writings on the walls are used for advertisement. This makes the roads and the walls of the houses look dirty. Thus, it reduces the natural beauty. Causes wastage: It is a cause of wastage of natural resources. As a results of advertisement, style and fashion change quickly. It makes the goods out of fashion.