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Advertising and its Impact on Society Everywhere you look, whether it is on television, magazines, the internet or billboards, there are dozens of products or services that are pushed onto consumers.

         In recent times, the word ‘Advertising‘ has become a fiercely mooted topic. Advertising has positive as well as negative, social and economic impacts on our society. Advertising can have adverse effects on the minds of the people who see it. In an advertisement the company is showing only the advantages of its products or services.  
         This entails a certain amount of dissatisfaction and unhappiness in the lives of the viewers, because their self-esteem faces an attack as they are unable to use the product and do not manage to look like the slim model on the advertisement.

          According to advertisers, they state that people are capable enough to set their mind and no one can force them to buy anything which they dislike or which they think is not a necessity. Advertisers also think that there are positive impacts of advertising on our society and culture. For example, it can be used to generate awareness among the public that which product is OK or to which they should say NO. In other words, advertising also acts as an educator in the sense that it educates people what is good and what is bad for them and puts a ceiling on the harmful products like smoking and drinking etc.

      There are not only social benefits of advertising, but it also has some economic advantages. Without advertising, the media, including newspapers, television and radio would never be much strong. Advertising provides revenue for commercial mediums which would otherwise need to be funded by the actual consumer of these mediums. So, we can see a major economic infrastructure based around advertising, in which the big companies fund and subsidize the commercial media by the way of advertisements.

       The major economic negative aspect of advertising is that it boosts the price of goods and services. The source of this contention is that, when organizations subsidize the mass media with advertising, we, the purchaser, subsidize advertising by compensating a grossly increased price for heavily advertised goods and services. An easy example of this is that a box of nirma washing powder generally costs around 10 to 12 rupees while the market price of the product would be 20 to 25 rupees. The fact behind this is that the remaining proportion goes in heavy advertising in television and print media.

     Nobody can get customers only by advertising. Advertisements should basically motivate the customers to buy the products by catching their attention. However, if the product is not liked by the customer, he doesn’t come back for it a second time. This definitely requires a creative marketing approach. 

   
     So, the impact of advertising on our society is in a jumble form, depending on the functions and implementations of numerous campaigns. Our society and the marketing of products depend very badly upon advertising. The companies have become much dependent of advertising that even its negative impacts can never outweigh the many positive social and economic effects.