Marketing Assignment Essay Help Online Review:: Contemporary changes in advertising & social realities
Essay Topic frame is:: It’s Not the Real World in the Advertisements
Our society is a blend of various institutions, aspects, ranks, prototypes. And cultural artifacts are probably the most suitable sources for making people understand and learn about them. These artifacts can take form of music, art or literature. In present time, advertisements are the most popular and accepted medium these days.
However the face of advertising has changed tremendously over a period of time. If we compare the advertisements which were there a decade back and which are operational in today’s time; one will get an impression that advertisers have become very brave these days. For example in a commercial of a alcohol, the advertisement shows men laughing and enjoying and young, beautiful girls in short skirts and bare minimum tops are dancing around them. But this is not the realty, once the people are drunken they tend to take wrong decisions of life. They may misbehave with the girls, drive rashly and create nuisances.
More than 80% of advertisements in women’s magazine rotates around women’s hair, face and body beautification. Always happy, properly brushed, perfectly lit young skinny girls are there in every commercial and advertisement. These ads are all about makeup, fragrances, breasts and cleavage, and lots of skin. These ads give just one message that women are incomplete without makeup First is the makeup. In order to look good they need all the alteration and their natural features holds no significance. But this is not the realty. Women in general can look beautiful and attractive even without make up.
For some advertisements, sex and stimulation is the core theme. For example the advertisements of perfumes where sex and copulation are the basic concepts. These ads tries to depict that in order to attract the person of opposite sex it is quite essential to use perfumes without them one is not acceptable by a man or a woman. Apart from this they also try to show that once they will use their product they will be entirely irresistible.
Day by day gender stereotyping is becoming a serious problem in advertising which is unintentionally categorising the society in various form like profession (teachers are woman and principle is man), sports (cricket is for boys and athletics is for girls), lifestyle (skin care products are for girls and sports equipments are for boys). Present day advertisements have encouraged gender stereotyping. A boy is showcased as strong, notorious and macho where as girls are showcased as delegate darlings. 7 years old boy who see that floweret and bright colures are like pink, red, magenta etc. Is preferred by girls, then he will also start avoiding these colours and will switch to bold colours like blue, grey, brown etc. This perception will get strong when he will see more of boys accessories and clothes in this colours. The option available for children are getting limited day by day. The key reason behind the same some contemporary cultural practices and growing gender discources. (Cahill & Theilheimer, 1999; MacNaughton, 2000; Martin, 1998; Walkerdine, 2000).
According to Strate (1992:78), a beer ad is simple a manual which guides how to become a man. Generally what you will find in a beer commercial is a strong man who overcomes a challenge or prove his masculinity through some heroic hard work and is rewarded with a beer and that beer symbolizes the respect for the man. These ads has created an image for man where he should have strength, skill, guts, success and having a strong self esteem.
With the change in time, women are coming out of their homes and are taking professional route. They are now developing a mindset where household work has become less significant and career is becoming more important. They are getting engaged either in part time or full time employment. But still, they are featured predominantly in the advertisement of household commercials. According to Holtzman (2000), advertisers want to keep the homely woman image alive in the minds of viewers as they believe a liberate woman does not want to engage herself in the household work and will not buy these products. And maybe this is the key reason why they are still resisting to promote the message of feminism.
The romance and relationship related content are again depicted in a very artificial and larger than life manner. The notion of “Love at first sight” is the key theme which is generally used to reflect the love relations. The characters used are too good to be true kind of people who have all the ideal qualities like females are extraordinarily sweet, men are brave like superheroes and both are very beautiful. The fell in love in fraction of seconds, marry and then live happily ever after. Family is portrayed as a bond of healthy growth and good relationships for family and society in general. In reality, that “healthy growth & good relationship” is often abused; children who have their “college” paid for by their parents, cars purchased by their parents, and grown children living at home and NOT paying their way (rent) and/or NOT WORKING (no job), and borrowing money (often not re-paying it)…are future adults of that particular nation…that have not EARNED their living…but have learned to “sponge” off of others. In the real world…when someone says, “We don’t want to move; we want to stay near family…” that translation really means, “We need a place to stay (live), we need to borrow money (gift), and we need a baby-sitter…”. Another famous saying, “Catch a fish for a man, you feed him for ONE day. Teach him to fish, you feed him forever (his life time).” Sponging off of one’s family is feeding him for ONE day. When the parents finally pass away, that off-spring may not survive…he never learned how to. If he does survive, he may end up being a burden to society.
Most of the fast food advertisements tries to prove that these food are nutritious, but in realty they are not. Then there are commercials of cereals where cereals and milk is showered together in a bowls. But in real life milk makes cereals soggy.
Over the years, the influence of advertising on the lives of children and adults have changed tremendously. Earlier the advertisiements parents and children were targetted by the advertisements of products that were specifically meant for children and the toys. Today however, things have changed. Marketing messages are more sophisticated, more pervasive, and are aimed directly at “hooking” kids at a very early age. Today, ads are much more pervasive and less recognizeable as a sales pitch. For instance, while eating at a favorite child oriented fast food restaurant, a child may receive a toy. That toy may also be tied to a movie, a cartoon, a video game, or to a website that offers additional games, toys, and related products. Books, clothing, accessory items, backpacks, cell phones, scooters and more are all tied to the same theme. In present days advertisements have become more perasive in nature and means a lot rather than just making a sales pitch. For example an advertisement showing that a child recieves a toy while eating at a restaurant. The toy that a child recieves are also associated with some films, cartoon characters, characters of a popular games or a character which is very popular on some website. Same theme is being given to the books, apparels, accessories, watches, footwear and even toiletries. There are a seemingly limitless number of products that are then presented to the child. The advertisements create a need which does not exist. Advertisements these days are meant with an aim of incriminating the viewers to buy endless products which actually are not of much use to them. There are a number of studies that support the idea that advertising is particularly effective with children due to the fact they don’t have the same critical thinking/judgement as an adult. Advertising has also been shown to greatly influence a child’s body image and sexual development. This Young Media site covers many of the related issues. Children today often feel the influence of advertising’s subtle messages more stongly that those provided by schools and even parents.
Advertisements should be used as the means of informing consumers about the features of the product. They should be limited as the tool for communication in economic system. Advertisers should not forget the fact that advertisements have become part of lives of everyone who comes from different culture. They have become an integral part of social, cultural, and business environment. Concluding, advertising should be used in the marketing communication mix to maximize its strengths, which should be analyzed relatively to other marketing communication tools.
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