Wherever we look, we come across pictures, audios, videos and written words enticing us to buy certain things to be healthy, happy and comfortable. These are advertisements!
Advertisements are everywhere—on every media such as television, radio, billboards, newspapers and magazines. They are seen on the Internet too. Sometimes, the same advertisement is displayed through multiple media.
Many manufacturers and traders use advertisements to make us want something or persuade us to buy a product which we might not really need! We should be careful of such advertisements. We need to think deeply and see whether or not we really need to have those products which we find so attractive.
Advertisers use their skills to persuade viewers to buy their products. In a printed advertisement, attractive colours, clever layout and striking pictures are chosen to draw our attention.
Language is used very carefully in an advertisement. For instance, the product is not described as just being good but ‘fantastic’; not just helpful but ‘magical’. Many a time slogans or jingles are used. For example, simply writing ‘Nutomania is a good chocolate’ will not create any impact. But if the advertisement states ‘Nutomania: A Healthy Way to Spend Your Day’—it sticks in our minds.
Advertisements appear several times before our eyes. When we go shopping, out of many choices available in the market, the first name that strikes our mind is the product that we have repeatedly seen in the advertisements.
Some advertisements include pictures of happy looking children, as they are about products meant for children. Such pictures make children think that the product shown in the advertisement will make them happy too.
These advertisements are designed in a way which will appeal to the children. They have written text and pictures in brilliant colours. If the advertisement is about an eatable, it may have many powerful describing words used for the flavour, for example, crunchy, buttery and cheesy. We all like new things, so the advertisement may include the word NEW to catch our attention. An example is the advertisement of Nutomania—The NEW Dark Chocolate with Roasted Nuts.
Children sometimes like to impress their friends. People who design advertisements may use the words and phrases such as ‘amaze’ and ‘stand out’ that prompt a child to be the first one to use that product. Some words are written in capital letters to highlight the qualities of a product.
Elders are concerned about children’s health, so often in the advertisements for eatables, the word ‘healthy’ is used. Every one of us likes a bargain, so advertisers often use the phrase ‘special price’ or ‘special offer’. Sometimes the word ‘Free’ is also written in a stylish and appealing way to show that there is a scheme and one can get two things for the price of one.
There are many packaged eatables which cannot be prepared without using artificial flavours, preservatives and colours. Elders know that too much artificial bits are not good for health. So, the advertisements rarely include any such information!
Advertisements are designed in a way that appears to be interesting. The message is short and clear. And there is not too much information in it.
To get immediate attention, sometimes advertisements include well-known or popular people such as a sportsperson or a film star. A sportsperson may be engaged to advertise for shoes, an energy drink, or a health supplement. Such an advertisement may show the sportsperson feeling fresh after a long workout because she or he had the energy drink which is being advertised. She or he may also say that the product shown in the advertisement is her or his favourite. But that is not always true; the person’s view on the product may be entirely different. Famous people who appear in the advertisements actually help the companies to reach out to many people and let them know about their product and its qualities.
Advertisements are not always used for selling a product. They are also used to make people aware of the various services people or companies offer. For example, an advertisement about Movers and Packers may be of interest to a person who is shifting residence or wants to transfer his or her belongings from one place to another.
Some advertisements are made for social welfare. They alert the general public about many things concerning them. A very common example is the case of the spread of a disease in a particular season. There are advertisements that make people aware of how they can prevent it from spreading and protect themselves.
Advertising is an important method of communication. No advertisement compels anyone to buy a product, or do as advertised. It only informs. It is up to us to use our wisdom to best understand advertisement and make a wise choice.