The influence of advertising on life

Talking about the influence from both positive and negative aspects;

Front:

Since the 20th century, consumers in some developed countries in the world have gradually become dependent on advertisements. This is because advertisements can constantly provide consumers with a lot of life information and create convenience for consumers to carry out consumption activities, thus enriching consumers' lives, increasing their knowledge and broadening their horizons.

First, advertisements help consumers enrich their lives.

Modern industrial enterprises are specialized in production. The advent of any new product is to meet some needs of consumers, improve their living conditions, enrich their material and cultural life and improve their living standards. When every new product is put on the market, it is necessary to spread information about the product and market to consumers through advertisements, so that consumers can have buying behavior, thus meeting their needs.

Advertising provides consumers with personal consumption guidance by spreading information, such as the choice of work supplies, the purchase of daily necessities and other aspects such as food, clothing, housing and transportation. Pay attention to clean housewives, choose all kinds of simple cleaning agents they need through advertisements, reduce the hardship and fatigue of housework and improve work efficiency. In daily life, such as buying furniture, choosing food, choosing medicine, traveling and entertainment, people make choices with the help of information provided by advertisements.

Through advertising activities, enterprises introduce to consumers all kinds of daily necessities information that can enrich people's lives, improve people's living environment and living conditions, and improve people's living standards, such as names, specifications, performances, uses, etc. And tell people how to use these products to improve their lives. Consumers choose daily consumer goods and durable consumer goods suitable for their lives according to their actual conditions and needs, so as to improve their living conditions and living standards and provide convenience for family life or daily work.

Second, advertising stimulates consumers' personal consumption.

Advertising can help consumers buy personal consumer goods. Guiding consumers to purchase goods reasonably in order to improve the living and working conditions of individuals or families is the minimum function of advertising. Another important function of advertising is to stimulate consumers' personal consumption. The constant appearance of advertisements is to stimulate consumers' interest in consumption and material desires, thus arousing consumers' desire to buy, and then promoting their buying behavior.

Advertising stimulates consumers' demand, including two aspects: first, it stimulates their primary demand when the product is just listed; The second is to stimulate selective demand when there are many products on the market.

Advertising stimulates the basic needs of consumers, usually when new products are just on the market. At this time, the advertisement focuses on introducing the characteristics and uses of new products, thus stimulating consumers' primary demand desire, making them think that owning this new "high-end" consumer goods is a kind of glory, thus generating purchase desire, thus promoting purchase behavior and realizing the purchase and consumption of products. At the same time, advertising will stimulate consumers' information as much as possible, making products an indispensable thing in consumers' lives. There are many examples of this. For example, in recent years, tape recorders, televisions, refrigerators, washing machines and video recorders have been listed one after another. It is through different advertising channels that they have become the necessities of life for families with normal living standards in China.

Selective demand means that there are many product brands in the market, and enterprises constantly publicize and highlight the Excellence of similar products different from other brands through advertisements, thus stimulating consumers to have the purchasing psychology of "if they want to buy, they should buy the best", stimulating consumers to have the desire to buy this product, and then promoting their "finger ordering" behavior. This is a way to stimulate consumers to make selective demands.

Advertising often plays the role of guiding and stimulating consumption, creating mass goods and promoting fashion. The appearance and popularity of many popular goods are related to the targeted advertising demands of specific social classes (such as boys and girls) in advertisements, which makes consumers in the target market have consistent buying behaviors. This is, of course, the result of advertising activities exaggerating something or behavior. There are many examples in this respect, such as 1986, the popular yellow skirt on the street, 1988, the popular denim skirt and Nike sneakers are typical examples. Coca-Cola and other cola drinks are popular because advertisements make consumers accept new consumption concepts and form new consumption habits.

Third, the knowledge transfer of advertising to consumers.

Modern advertisements, all kinds, promote all kinds of new goods, and at the same time, teach consumers all kinds of new knowledge about life and work. Because a large part of modern advertising is to promote new inventions and products, it is necessary to spend a lot of time teaching and introducing the principles and working mechanisms of these new inventions and products in detail, and introducing the characteristics, uses and usage methods of products, so as to simply impart knowledge about new inventions and creations to the public through advertisements.

Therefore, people who often pay attention to advertisements, especially those who pay attention to advertisements about new product introductions, can gain a lot of knowledge and know a lot of new inventions, thus increasing their knowledge, broadening their horizons and activating their thinking. For example, the emergence of beamless floor lets consumers know that the use of beamless floor can save construction costs and increase the height of floors. Iron products are easy to rust after long-term use, and scrubbing is a big difficulty. The appearance of "rust removal" has solved this big problem in life, and the appearance of antirust oil paper has fundamentally solved this problem. At that time, when introducing the working principle of this paper, the advertisement told consumers that when making this paper, the antirust oil agent was not coated on the paper, but soaked in the fiber of the paper. Its working principle is that when the antirust oil paper wraps the surface of iron products, the antirust molecules in the paper fibers are gradually oxidized, so that the oxygen in the interlayer is discharged. At the same time, the oxidized antirust oil molecules are adsorbed on the surface of iron, so that the surface of iron is no longer activated, thus inhibiting the oxidation of rust. This advertisement contains a lot of scientific knowledge.

Many advertisements are more or less imparting knowledge. By comparing many advertisements, consumers can also know what new products are on the market now, what kinds of products have what brands, what characteristics and uses. So that consumers can add a lot of new life knowledge and broaden their thinking horizons, and will not confine themselves to the dilemma of ignorance.

Fourth, advertising guides consumers to invest and consume funds reasonably.

In the past two years, you can often see many advertisements for prize-winning savings and advertisements for issuing prize-winning bonds and fund-raising vouchers in various places, which have attracted many consumers' capital investment and concentrated private funds on large-scale project construction. This is another function of advertising, guiding consumers to make reasonable investment in consumption funds, thus activating social economy.

If a society wants to prosper, it must first activate the social economy. From the perspective of economics, the so-called active social economy includes two aspects: one is to activate people's consumption and improve people's consumption ability; Second, actively use the social hot money scattered in the hands of the masses, concentrate as much as possible and invest in socialized production and construction.

After the development level of national economy is improved, consumption must be appropriately promoted, which can promote the development of social productive forces on the one hand, and accelerate the withdrawal of money and expand reproduction on the other. If consumers save their personal income after the people's income has generally increased, instead of moderate consumption, it will lead to a decline in the purchasing power of society and lead to difficulties in withdrawing money. At the same time, it will also delay the production-consumption cycle, create obstacles to social reproduction and affect economic prosperity. At this stage, advertising can appropriately stimulate consumption through reasonable means, on the one hand, it can improve people's living standards, on the other hand, it can enliven social economy.

On the issue of economic development, how much social hot money the public has is also a problem that should be paid attention to. Although it is a small amount of hot money that is implemented to specific individuals, it can produce quite amazing power when gathered together. The destructive wave of the securities market and real estate industry in capitalist countries is mostly caused by social hot money, and the buying wave of China 65438-0988 is also caused by hot money.

However, if advertising is used to guide the investment of consumer funds-social hot money, and make it concentrate on social production and social construction, it will have far-reaching significance for the development of social economy. Advertising can make consumers invest in company stocks, financial bonds, construction fund-raising or bank deposits by guiding their consumption and hot money investment. Scattered funds scattered in the hands of consumers will be transformed into huge capital and invested in social production and social construction, thus further promoting social and economic stability and prosperity.

To sum up, the relationship between advertising and consumers is not simply selling goods to consumers. From the standpoint of consumers, studying the relationship between advertisements and consumers can list many factors that are beneficial to consumers.

Disadvantages: First, advertising relies on commercial profits, so it is bound to win the favor of the audience in various ways, even kitsch and pollute the social environment.

Judging from the nature of advertising promoting sales, there is more or less misleading tendency in terms of the quality of the products promoted, the culture of the enterprise or a certain spirit. Advertisements have a specific audience, but others, although not intentionally targeted, also exist in the influence of advertisements. For example, some "not suitable for children" advertisements frequently appear in children's life circles. I remember there was a beverage advertisement on a channel in Jiangsu province, which was about a man spraying a naked beauty on the opposite side of the beach with an open soda bottle. The beauty screamed. This kind of advertisement lacks originality and only uses beautiful girls to attract people's attention. This is the unhealthy development of advertising.

There is an advertisement for a washing machine. Two girls take off their clothes and throw them into the washing machine, even to the point where they can't take them off anymore. Such advertisements violate the moral concept and aesthetic taste of our country. In the era of knowledge economy, we can't sacrifice spiritual civilization for temporary economic development. Advertising should not only serve enterprises, but also serve the public. Vulgarity is exchanged for advertisements favored by the audience, but it pollutes the social environment and reduces the taste of advertisements themselves and products. Advertising not only conveys business information, but also conveys potential cultural information, such as values, moral norms, social norms, lifestyles and so on. At present, vulgarization or even vulgarization in some commercial advertisements is tantamount to an erosion of mass media culture, which seriously defiles people's audio-visual and causes extremely bad social impact.

Second, the wide spread of advertisements makes the audience fall into the magical cultural scene of advertisements, which encourages hedonism, money worship and bad habits of comparison.

In order to promote products, advertising is a kind of big publicity, but also a special publicity. Propaganda such as "Who wears the spirit", "XX man's symbol" and "Everyone knows" has virtually distorted people's consumption concept. Compared with each other, brand-name consumption has become a trend. In the era of high consumption society, rich life attitude is expressed through material things, which leads to endless differentiated competition, and advertisements encouraging enjoyment and luxury consumption will undoubtedly play a role in fueling the situation. When the pursuit of enjoyment, fashion and showing off becomes a constituent factor of public psychology, it will inevitably affect the creation of advertisements in turn. Such a vicious circle will only lead pop culture to the quagmire of money worship and make pop culture vulgar and degenerate. China is still a relatively backward country, and many people still live on the poverty line. For those who get rich first, how to guide their consumption concept and the social education function of advertising should make a difference.

Third, the seriousness of advertising distorts traditional culture and affects the normal development of social culture.

Due to the wide spread and frequent appearance of advertisements, advertising language is often known by people and then becomes a buzzword. Advertisers sometimes consider the effect of advertising, but ignore the culture itself when making advertisements. Some bad advertising language distorts the social culture accumulated for thousands of years. According to the survey, when advertising language becomes a buzzword in a region, people who don't master this buzzword will have a kind of pressure. This group will be driven by pressure to learn these so-called "fashion languages" to keep up with the times. These buzzwords are vulgar, overbearing and misleading. For example, it's good to be a woman (breast advertisement). It's no big deal (breast advertisement). Although it's small, it's quite horizontal on the road (a car advertisement). "Cloth" is the same as anything (clothing store advertisement). "Cough" can't be delayed (drug advertisement) and so on. If children learn bad buzzwords, they will walk very sideways on the road to achieve the effect of "coughing" when they encounter any small things, and they will be eager to say "it's no big deal, just do XX". This kind of advertisement has greatly affected the healthy development of children's body and mind. Some bad words sometimes carry some bad values and worldview.

Not serious, not only in terms, but also in advertising production, there are some deviant behaviors. There is an advertisement for pesticides, which clips the TV series "The Legend of the White Snake" into an advertisement. Pictured: The beauty turns back into a big snake, which scares people to death. At the same time, the voice-over is: you can kill people as soon as you turn around, and people call her "turn around and kill people." Then a bottle of pesticide appeared, and later its name was kill. Legend of the White Snake is one of the four legendary stories in China, which is widely circulated because of its classics. If the classic love story that people have circulated for a hundred years is made into "Kill Back", it will really make people sad; I feel sad for the destroyed culture and for this kind of behavior. There are also some sensational advertisements that make a person pretend to stutter and stammer. Such advertising and advertising behavior are not only to blame, but also to blame for enterprises.

The negative effects of advertisements have gradually attracted the attention of the society. False advertising and exaggerated publicity will reduce the audience's trust in products, and sometimes even have doubts about society. In a word, the negative effects of advertisements are manifold. Bad advertisements mislead the audience in consumption psychology and blindly pursue consumption; Bad advertisements will do great harm to the product brand itself; Unhealthy advertising is undoubtedly an erosion of mass media culture, which seriously defiles people's audio-visual and causes extremely bad social impact. We hope that the relevant departments will take effective measures as soon as possible to minimize the adverse effects of advertisements.

Advantages and disadvantages of regular advertising, generally speaking, the influence of advertising in life still outweighs the disadvantages, and people's lives cannot be separated from advertising and personal opinions! In the next few years, the advertising industry in China will continue to expand ~