Marketing management Help on: Television & its impacts
INTRODUCTION
Television is a wonderful gift of science. The impact of television on the society can be understood by understanding the relation between television, advertisement and consumerism. First, let us have a look on the word consumerism. The important part of a media culture is consumerism, it provide information to the consumers about the product. Consumerism is the belief of people that their happiness is related, or we can say depend on the consumption of materialistic good.Advertisement in television encourage people to consume things, which they would have never wanted.Television is not only about introduction of people to new things,it is basically about selling.People of the society get attracted by the advertisement on television and they believe much on the reality of television,than the reality which in actual is real.The concept of advertisement has started in America and Great Britain,The biggest example of hyper- consumerist society is Great Britain.People spend much time for watching advertisements on television.Television advertising along with the promotion of the product,it has changed the thought of people towards their life,these advertisements has make people believe that these materialistic things which are shown on the television,will bring happiness in their lives.Television advertising play an important role in global consumerism.
Television Advertising and Consumerism
Television advertisements play an important role in changing the thought of the people.There are many factors in television advertising,which can bring change in consumerism, the factors are like the time when advertisements are shown,and how that products are potrayed in their advertisements.Through both audio and video,television advertising promotes the product at a high speed,as compare to other media,along with that,it introduce product to the large number of consumers.When the products are new,through television advertising,the demand of that product can be increased,and when the products are unknown to the people.advertisements on television tends to increase the number of consumers.
There are other modes of advertising in media, like internet, newspaper, magazine and fax, but then also television has been always dominating, since it can reach to the large section of society in a short time, and are quite accessible. The idea of television advertising are basically of two kind, one which show benefit of the product ,and in the second kind, emotion of the audience have been targeted ,which encourage them to buy the product. People usually feel boring, hungry or get conscious about their looks, it is not because they actually are, it is just the impact of television advertising on the viewer, as a result of which, they end up in buying the product, by which they think can bring excitement into their life.The consumption of the junk food and canned food, which are considered quite unhealthy diet, have been increased since few last years, this is due to the impact of television advertising. Most of the consumers are slave of their desires, but the true human is one who has control over his desire, and knows which product is right for him, rather than just getting influence by advertisements on television. According to the President Hoover, television advertising has created desired amongst the viewers and it has transformed people into happy machines. Television advertising has an adverse effect on the consumer, as they do not fit into the spending habits and thoughts of the consumers. Sometimes images are used which get on the nerves of the viewers .Sometimes company do not succeed in marketing their products, through television advertisement. Endorsement of celebrity in the advertisements on television is another way to lure consumers for those products, as they have misconception that their favourite celebrities are using these products. Celebrity based television advertising is used to influence the choice of the consumers regarding particular brand.Drugs, child obesity, violent behaviour are the negative impact of television advertising. Children spend time watching advertisements on junk and canned food, and as a result, they suffer from obesity, since food products are being advertised to the great extent. Majority of the advertisements on television has an advertising spot, it ranges from few seconds to several minutes.On July 1, 1941 in United States, the first advertisement on television was broadcasted.Many advertisement on television consist of slogans, which remain in the mind of the people for longer period, and lure people to buy that product.Since the electronic images which are screen on the television are not real, but they actually seems to be real,and fools the mind of the viewers. Advertising create an awareness and knowledge of the product and service amongst the consumers according to Morden.Bargh and Bownelli researched on the effect of food advertising on the eating habits of the viewers. The study done by Elder and Krishna (2009) has shown the effect of advertisements on the thought and taste of the people.Gupta and Devi (2008) study the impact of television advertising on pattern of consumption amongst the teenagers. The teenager girls are influenced by the advertisement, while purchasing clothes; they prefer the brand, which is more advertised on the television. Advertising instead of providing choice of available materials to the consumer, tell that they are the need.(Leach,1994)Sometimes television advertising brainwash the children ,and it occur at such a age ,virtually it becomes next to impossible to separate them from the thought of television advertisements.There is a common concept,amongst the children, that there parents are good, if they buy them the product,which kids see on television,and as a result parents struggle throughout, they work more to fulfil the materialistic demand of their children. These television advertising influence the thought of the children at the stage, when their brain is in developmental stage.(Healy,1991).Television advertising has decrease the thinking ability of the children, this is because, they spend lot of time watching television, which think for them and indirectly influence them to buy the product. Consumerism is spread out throughout the globe, amongst each section of the society, through the television advertising. . These television advertisements inculcate the feeling of inferiority amongst the viewer, which can only be overcome by purchasing that product.
Television Advertising and Economic Development
Statically data from the main countries, which are industrialised, shows that television advertising has effect on growth of the economy in a positive way which can be stated by four steps that is increase the rate of consumption, the spread of innovation is accelerated, competition arises amongst various products, and the inherent of dynamism in the sector of advertisements, due to which the average GDP growth rate get increase.
In today’s world .there are lot of competition between the companies of various products and in search for maximum return, television advertising play an important role in winning or defending the market shares.
The sectors in which investment for advertising are higher are the sector, in which rate of consumption is high, or in short it can be state that the advertising contributes towards the economic growth. We can say that television-advertising investments can lead to the increase in economy of that material investment
Television as a Mode of Transport of Ideas
Rudolf Arnhein in 1993 proposed that invention of television leads to the distribution of images and sound, instead of objects and people. Like other vehicle such as motor cars, or train ,television act as a vehicle for trransporting the mind.(Arnheim,1933,quoted in Rath,1985:199).The television through which ideas and images ,are being o the virtual sphere.Information are being transported through digitalization in a similar way,as material goods are moved through containerization.Asu Aksay and Kevin Robins has worked on consumption of media,involve the audience in both material and virtual mobilities.(Aksay and Robins,2000) . Mobility of audiences of a media is a technique as it regulates both on and offline territories, as well as it regulate the flow of both people and information. We can say that the media network like television, sometimes it integrates, and sometimes it causes disintegration in the society.Electronic media, or we can say television advertising has saturated the space of everyday with the images which can be either imaginary,or real as told by Nick Couldry and Anna Me Carthy.
CONCLUSION
The television advertising is different from other mode of advertising in a way that there is no control over images shown in the advertisements,and changing the channels,will not solve the problems,since everywhere .same kind of things will be shown.People are not watching the world with actual facts when they view television,it is actually reverse,that is advertisement on television has created a picture on the mind of the people about the world.Impact of television advertising can be explained with an example,that is if commercial for a car is viewed by forty millions of people,then somewhere in their mind,they have an image of car.Television advertising has affected the lifestyle.Advertisers provide viewers with an answer as for example some commercials are like this,if your head hurts,consume Advil for getting rid of headache.Usually advertising attempts convince the audience to purchase a good or service,political advertising is done for the vote.The few limitations of television advertisings are that the cost of advertising the product in television is more,as compare to the other form of media and the another limitation is that that sometimes the viewers avoid commercials ,surf on to other channels,or engage themselves in some other work. A consumerist society is created by television advertising.People think that they are sitting in their room, and watching television, but in actual later is having watch on the viewers to the great extent.Through television advertisements, consumer society get addicted to fun, or we can say that this media bring fun in the so called boring life of the consumers.
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