As advertisers learn more about what people want and pay attention to,
they create new ways to appeal to the general public. Wherever we may find any
sort of entertainment, advertising is sure to follow close by. Advertising is the
best way to let the public know that a product is on the market. People and
companies advertise everything from FMCG products, example, Pepsodent
Toothpaste to two week vacations, example, Club Mahindra Holidays. We have
the freedom to buy almost anything as long as we hear about it and decide that
we want the product. Advertisements are everywhere. In or on magazines,
newspapers, televisions, billboards, radios, and even on the sides of busses and
cars, advertisements can be found. Advertising is a mode for companies to
explain what they sell and why they believe the consumer should buy their
product or service. Advertisers try to convince consumers that they need the
product and that the services that the product supplies will make life easier and
better. As long as the audience or reader notices who is selling the product then
the ad has done well for the company. The reason for this is that
people remember things for a short term weather they want to or not. If the ad is
remembered, then it is successful. Advertisers attempt to directly inform
consumers through their ads. The advertiser creates an ad that will be attractive
and send a message to the reader so that the consumer will then buy the
product. As such,advertisements create awareness regarding new
products available in the market, new services that would be beneficial to
the consumers, etc. Thus advertisements not only create a need, which is the
aim of advertisers, but also give the information needed to fulfil a need.
Consumers, on learning about the availability of products and services and
various other related information, purchase productsto satisfy their needs. In
other words, one can say that advertisements are a link between consumer’s
problems and the products/services being the solution.
The fact that advertisers are looking to reach out to many social
networks at once means that they often look to Ad Networks to deliver ads
across these networks through custom applications. The key factor that enables
Social Ads are independent applications within social networks - now when open
known as open social networks or open social platforms.
As such, advertising not only creates awareness of needs, but
it educates masses by way of spreading awareness regarding socially
ethical issues. Concern is always expressed over the impact of advertising on
society, particularly on values and lifestyles. Since birth, individuals are
conditioned by influence of culture, family, peers and lifestyle. However, it has
been argued that the overwhelming amount of advertising plays a major role in
influencing and transmitting social values. The concept of birth control was
introduced by way of advertising in India. The introductions of I Pill and 72 Hour
Pill are gaining popularity. Many have begun to believe that advertisements have
become a social guide. It provides ideas about style, morality and behaviour.
Advertisements have helped bridge gaps between the rich and poor, reduced
gaps between the backward classes and higher classes. Even Homosexuality has
become acceptable in the Indian society due to advertising. Advertisements of
McDonald’s and Pizza Hut have influenced food habits in Indians too. As such,
due to advertising, the educated class has grown and has emerged to the extent
of causing the much required beneficial changes in the Indian Society. Issues
such as AIDS which were initially suppressed are now openly spoken about and
masses have become well aware of its preventive measures like use of condoms.
Celebrities like Amitabh Bachchan have played an active role in AIDS awareness.
The TATA Tea Jaago Re ad. campaigns have made the masses aware of
importance of voting during elections and fighting against bribery, a social evil
so grave in India that it has become the soul of corruption. Aaj Tak, a news
channel, has campaigns touching on issues like eve-teasing, anti-smoking, etc.
Masses have become aware of grave issues like Global Warming, Water Wastage
and Electricity Wastage, which has enabled them to initiate programmes to
control these problems. Therefore, advertising also initiates change
essential for the benefit of the society.