The advertising industry in the modern world has established itself as an indispensable power that values the prosperity
of commerce. Within the competitive business arena today, all ambitious enterprises are earnestly joining in a marketing campaign. Indeed, superior-quality advertisements spread via the mass media help promote sales and create shining images before the public. However, regarding the essential nature of this industry, it is fair enough to define that most advertisements make products appear better than they really are.
To begin with, the primary purpose of most advertisements is to persuade the public to buy. Thus, commercial advertisers seek to comply with the consumer's psychological orientation. They are doing their utmost to make the promoted products as appealing as possible. For instance, through the application of photo editing software or advanced video technology, designers are able to add shining effects to the pictures of the commodities so as to make them more eye-catching. In most cases, the photographs in print ads have undergone face-liftings before being presented in the media. The same is true with TV advertising. From a certain angle, each advertisement can be seen as a piece of fine art which encompasses more than the objective introductions of products. Colorful imaginations and creativity are indispensable elements often adopted with an aim to attract the consumers' attention. Meanwhile, by emphasizing the first-class quality of the products, they also attempt to leave a better impression on the potential buyers. Needless to say,good quality is a most effective stimulus that could encourage people to make purchases.
Furthermore, the huge investment on advertising and the tense competition on the market might urge the manufacturers
to exaggerate the merits of products in advertisements. For fear of suffering financial losses, they would spare no effort
to promote sales. As a consequence, it is inevitable for them to adopt tricky measures, including deliberately covering the
defects of a commodity and focusing totally on its strong points. There also exists the possibility that some businesses
cheat the consumers by spreading misleading or fake messages through the Internet.
Thus, it is imperative for the whole society to be fully conscious of the potential side effects of advertisements. In order
to protect the common interests of consumers, the government should play an important role. In addition to formulating
stricter regulations for the businesses and advertisers, the mass media also deserves intensified supervision. For instance,
Sweden has issued a ban on advertisements targeting children below 12 years old.Thereafter, consumers should remain rational before the tempting slogans and glamorous descriptions in advertisements.Any rash actions might lead to unwanted losses of money or even regrettable purchases. Bearing in mind the real nature of advertising, people will be able to reduce the chances of being negatively influenced. Anyhow, the final choice has to be made by the buyers themselves.
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