Advertisements

Advertising. You see it everywhere you go; getting the train, at sports games, television and even on your cell. Advertisements influence people to buy certain products by identifying a problem and providing a solution, it is suggested that they can make some people feel inadequate and a need to purchase the advertised merchandise.

Advertising has been around since 4000BC, but the colossal amount and difference of advertisements the average American sees on a daily basis is quite shocking - approximately 3000 ads are viewed per day. This vast amount I feel causes a sense of being “brainwashed” and there is a reliability on insecurities that are used.

So how do companies individually advertise? Let’s take Apple Inc. for example, a huge corporation that is favoured with many for their technological products. Apple’s main attraction is the design and style of their numerous products. In 2006 their notorious “Get a Mac” campaign depicted two characters personifying a PC (John Hodgman) and a Mac (Justin Long). Justin Long embodied the style, speed and versatility of a Mac, whilst John Hodgman showed the opposite, dressed in a dated business suit. This effective advertising appealed to the younger generation by identifying their self-esteem and wishes in a computer. I feel it also discredits nostalgic views of many against technological advances such as Nicholas Carr by showing the progression of technology. Their television adverts now demonstrate their products, showing the different and multipurpose uses. However, Apple were criticized due to many false claims in their advertisements. In August 2008 the Advertising Standards Authority (ASA) in the UK banned an iPhone ad due to “misleading claims” – the advertisement claimed that “all parts of the internet are on the iPhone” however, the device doesn’t support Java or Flash. This discovery concerns me to how many advertisements show false claims that may ultimately persuade people to purchase the product. The amount they rely on image also increases my fear as it causes people to be concerned about their image (as shown in the “Get a Mac” campaign). It makes people feel inadequate and dated, furthering a need to purchase the product in people that may be apprehensive about their own image.

Children’s advertisements appeal to this concern and other anxieties. Advertising aimed at children is particularly effective, due to less critical thinking or decision-making than in adults. Young Media Australia (YMA) discusses these particular problems for youth. “Recent research indicates that there is a marked link between TV watching, and negative body and eating disorders”, (Becker, A, 2002). This is severely worrying and eye opening. Who would’ve thought an advert could effect how a child feels about their body image?

Magazine and TV advertisements affect women/girls’ body image and confidence. In a poll on http://www.fitsugar.com/Killing-Us-Softly-4-Movie-Trailer-9190792’s article “Do Models in Ads affect your body image?” an overwhelming amount of voters chose the “Yes, I want to look like them, and feel bad when I don’t” category (275/504) rather than the option of being happy and content with their own bodies (48/504). This result furthers the general opinion that advertisements manipulate peoples’ self-conscious feelings and use them to sell their products.

Models and celebrities are used to enhance these feelings to sell products, and are favorable ways of advertising with many companies. Many teenage stars are photographed using products of companies, aimed gain at children and young people who idolize these stars. Apple iPads were photographed being carried by several Disney Stars such as Miley Cyrus and Hilary Duff. Using these children’s idols and again their inadequacies to sell their products – resulting in the products being added to many children’s Christmas wish lists.
This form of advertisement gives a false idea of being like these celebrities or models if you purchase the products fueling insecurities.

Although the advertisements may not be directly associated with the changes people are doing to their body image, it is causing a serious effect. The increase in cosmetic surgery has been cosmic over the past decade, perhaps due to the increase in the “perfect” images shown in most advertisements.

The general consensus regarding advertisements is that they do indeed brainwash and use the insecurities of people to sell their products. The vast amount of the similar types of advertisements is astonishing, and by using ads that answer people’s needs or affect ones self-image are usually extremely efficient at selling products. It may be felt in companies that these tools are essential to sell, however, the affect it is having on the generation is considerably distressing and is causing serious health risks and disorders.