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Advertising Affects On Society

Advertising has become as much a part of our lives as breathing. When you turn on the TV, open your mailbox, drive down the street, pick up your phone, or surf the Internet you come face to face with some facet of advertising. In his essay "How Advertising Informs To Our Benefit," John E. Calfee explores the concept that "advertising provides society with useful information that we might not otherwise receive" (210). I would have to agree that advertising has a profound effect on our society as a whole. It has developed into one of our cultures primary sources for information, solutions, ideas, and entertainment.

In view of the fact that advertisers reach a broad spectrum of people, by using resources such as television, magazines, newspapers, billboards, the Internet, etc. it is easy to see how they can have such an impact on society. For Instance, "In 1984, to increase consumer awareness and consumption, Kellogg's started using health claims as part of their advertising campaigns" (Calfee 214). Other markets soon followed suit with products ranging from bread to toothpaste. Rapidly advertising became a medium for providing essential health information to consumers, who for one reason or another, may never have received this information, proving Calfree's theory, "advertising is necessary for consumer welfare" (212).

But what about advertising for products such as, cigarettes, alcohol, and violent video games. The fact is that the advertising of such products brings about consumer awareness which can prove to be very beneficial in itself. Take violent computer games for instance. A great deal of controversy over the harmful effects these games can have on our society is a direct result of advertising. Controversial advertising brings about media coverage, which leads to even greater consumer awareness. This exposure gives parents vital information, which can help them in protecting their children against such harmful products. Regardless of whether advertising is negative or positive the information and awareness it creates is beneficial to consumer welfare to some extent.

There in lies the love-hate relationship consumer's have with advertising. We live in a busy, fast-paced society. Therefore, advertisers must catch our attention quickly, must appeal to our emotions, communicate a products benefit in a few quick words, and create a lasting impression if they want to be affective.

Advanced technology makes it easy for advertisers

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