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Saturday, April 13, 2024

Topic: Economy – Consumerism – Advertising

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Topic: Economy - Consumerism - Advertising


The diverse public promotion of people, ideas, services and products in order to make them known to the general public.

Reasons for spreading the ad

1. Competition and profit growth. Businesses, industries and crafts rely heavily on advertising campaigns with the aim of widely disseminating the products and services offered and the consequent profitability.

2. The spirit of material bliss that prevails in modern societies fuels a consumer mania. This results in the rapid and excessive production of goods, the absorption of which by the consumer public requires the assistance of advertising.

3. Technological advances and the refinement of print and digital media make advertising easier and more effective.

4. Awareness of the dynamic effect of advertising on the psychology of the individual, a perception that is confirmed and supported in advertising companies by psychologists and sociologists.

5. As far as political advertising is concerned, its dissemination is due to the democratic value of the free flow of ideas.

Positive effects of advertising

The correct use of advertising and the use of its potential leads to positive results:

1. Informing the consumer public about the goods and services offered, their properties and their costs facilitates market research and saves time and money.

2. Information on social and health issues, as well as the proposal of prevention and treatment measures, is sometimes provided through advertisements.

3. Contributes to the economic progress of a country by increasing production and consumption, business development and strengthening trade.

4. Sharpens the rivalry of companies resulting in quality improvement and cost reduction of products. In this way, the standard of living of man is promoted.

5. Reduces unemployment. Advertising companies employ a wide range of professionals: psychologists, sociologists, economists, communicators, graphic designers, posters, craftsmen, actors.

6. Through advertising, the media. reap significant financial benefits. Thus, they are maintained independently and released from party calculations.

7. Some ads are characterized by elegance and contain nuggets of entertainment.

8. When advertising promotes and promotes cultural activities (theater, music, painting, exhibitions in museums, etc.), it enhances cultural progress.

Negative effects of advertising

Misuse of advertising, which, instead of informing, misinforming and disorienting, clearly has negative consequences:

1. Beautifies products. It overemphasizes their positive qualities and conceals the negative ones. It often presents false advantages.

2. Because of its cost, advertising promotes large companies that can afford big advertising campaigns. On the contrary, smaller companies do not stand up to competition and close down.

3. Ultimately, the cost of advertising is borne by the consumer, as it is added to the price of the products.

4. Misleading advertising creates imaginary needs. The daily storm of advertisements multiplies the needs so much that it causes overconsumption of goods and financially burdens the consumer.

5. The inability to meet the imaginary needs created by advertising causes stress and leads to overwork. In this case, man does not work, to live, but lives, to work. Possessed by the spirit of material bliss, he constantly works to conquer the consumer “vision”, to the detriment of the development of healthy interpersonal relationships and spiritual pursuits.

6. The inability to respond to the consumer “vision” causes social pathogens. Many people resort to violence and crime in order to obtain the products indicated by the advertisements.

7. Living standards and values that serve the interests and expediencies of businesses are promoted.

8. Advertising addicts people and undermines their freedom of will. People, influenced by advertising messages, do not take initiatives, but act on the suggestions of the ads. Particularly dangerous is the “brainwashing” of political and ideological advertisements.

9. The consumer spirit is possessed by materialistic calculations and mitigates the focus on high ideals and values. Also, human interest in current social and political issues is disappearing.

10. It ridicules human relationships. For example, maternal affection is manifested by offering children specific products. In addition, it degrades and commercializes human relationships.

11. Disgraces the female sex and discriminates against it. In particular, the woman appears capable only of raising children and carrying out household chores. Areas that require study and require increased mental abilities are intended for men. At the same time, the abusive projection of the female body becomes offensive.

12. Beautifies the arena of life and silences its difficulties. Inevitably, the person becomes addicted to a false image of everyday life and rests in this imaginary escape from the painful reality. Therefore, it is disoriented and inactivated.

13. Aesthetic perceptions are projected and consolidated through advertising. In particular, companies promote aesthetic standards (fashion), which are not the result of artistic fermentation: what is financially advantageous is capital. At the same time, the individual is discouraged from choosing according to his personal aesthetic criteria.

14. Contributes to the burden on the environment. Torn posters and leaflets form sources of pollution. In addition, advertising tactics such as wall stickers, billboards and billboards are an unacceptable aesthetic abuse.
It degrades and abuses the language. The use of passwords and fragmentary expressions, sophisticated ambiguities and inconsistencies, and the adoption of foreign language terminology undermine linguistic integrity.

Ways to deal with the negative effects of advertising

1. The state must establish a code of conduct regarding the limits and obligations of advertising. In addition, the verification of their truth and objectivity by a control mechanism is important.

2. The redefinition of human values and priorities:
– The rejection of materialism and consumerism.
– The satisfaction of only real needs and the prioritization of desires.
– Vigilance against advertising and resistance to any attempt at disorientation, debauchery, inactivity and addiction.

3. Advertising companies must:
– To project the truth through the objective presentation of the products.
– Do not distort emotions and human relationships.
– To respect human dignity and freedom of will.
– To edit the linguistic expression while maintaining it at a remarkable level.


Definition: The phenomenon of the immeasurable and reckless accumulation of material goods without an immediate and urgent need for them
Consumer society: The society that produces and consumes massive quantities of products that are not always necessary.

Symptoms of consumerism

• Economic activity

• Art: commercialization of art, mass culture, production of by-products that aim to impress, emphasize the spectacular, explosive “wrapper” indifferent to the essence.

• Media: garbage, exploitation of human suffering, humiliation of the human personality, huge volume of messages that are not assimilated

• Sports: commercialization of the spectacle, fans

• Social sector: commercialization of human relations, selfishness, dethronement of moral values, primacy of materials

Causes of consumerism

• The influence and dynasty of advertising, the manipulation of the masses, the tele-direction of the consumer, fashion.

• The rise of the standard of living and the purchasing power of the average citizen.

• The abundance of goods and services offered, the variety of products and their affordable price.

• The connection of happiness with consumption and the replacement of concepts such as success, intelligence, friendship from products.

• The increase of needs through the guaranteed coverage of the basic needs.

• The search for a way out and meaning in life, at a time when family relationships are in crisis, man has broken his relationship with God, art has been degraded, work is a place of boredom and not a channel for initiatives.

• The alienation of people, the lack of communication, the absence of a sense of creation and initiative, which man tries to cover through material bliss.

• Fashion, as a social phenomenon, pushes people to enter a struggle for consumption.

• The standards transmitted by the media and the cinema impose the consumer as a successful way of life. After all, society itself measures the success and usefulness of its members based on their ability to produce and, of course, to consume. That is why groups that do not participate in the mechanism of consumption, such as the elderly, the needy and the homeless, people with disabilities, are considered inferior members of human society, a burden on its existence and are pushed to the margins.

• The lack of a critical attitude towards the transmitted advertising messages, the ignorance of the real needs of man, the satisfaction of only the material and not the spiritual and mental.

• The absence of interests, inclinations and talents or the indifference to their cultivation creates a one-dimensional life without content and essential goal outside of consumption.

Positive consequences of consumerism

• The increase in consumption causes an increase in production and consequently jobs are created and maintained.

• Technological and material development, further specialization, meeting increasing demands.

• Prosperity of the economy as trade, transport, trade are promoted.

• Fall in product prices and increase in quality due to competition.

• Negative consequences of consumerism

• The depletion of natural resources, the destruction of the environment, the pollution. Given the increase in the earth's population, the needs for its maintenance increase at the expense of the environment. The results are the expansion of landfills, the depletion of natural wealth, the felling of the last forests – lungs of the earth, the pollution of drinking water, the overfishing of the seas.

• The reckless waste of money by the individual, which in some cases leads to financial ruin after over-indebtedness from loans.

• The sacrifice of free time with the second task to obtain money that will be dedicated to the altar of overconsumption.

• The massification of man.

• The feeling of dissatisfaction and emptiness as the person tries to fill emotional gaps with material goods.

• Anxiety, stress, constant struggle that proves fruitless.

• The formation of a complete personality becomes impossible as man ceases to be self-dominated, loses his inner freedom, becomes a prisoner of his own instincts and desires and is carried away by his passions.

• The consequences of an over-consumption society are particularly evident in people who suffer not from consumerism but from their inability to consume. Poor citizens feel that they belong to a lower class of people, far from the consumer Eden, where “real” happiness and the materialistic meaning of life come from. In these cases, aggression develops against the social fabric that promises a lot, but provides little, as well as anti-social behaviors: vandalism, drugs, crime.

• Besides, the professional interests of the young person are sacrificed on the altar of consumption, as the choice of profession is made based on the monetary gains which refer to the employee's ability to consume.

• The correct prioritization of needs and the rational allocation of financial resources.

• The institutional restriction of advertising so that it does not work misleadingly.

• Education and spiritual cultivation, which will form a personality able to divide the needs into basic and non-basic, to choose the way of life according to the income, to be able to resist the materialistic spirit and to discover the fullness in activities that are not related. with consumption, releasing the perception of the world from money, which has become the measure of all things.

• The balancing of material and spiritual needs. This can happen with the development of interests and the cultivation of the talents of each individual in order for the individual to discover activities that fill the mental gap that work cannot fill and “cover” the material goods.

• The denial of the devaluation of family, friendship, human contact.

• Self-control and moderation of consumers.

• Above all, man must resist the powerful current that draws him to overconsumption, after realizing that it is impossible for material goods to give meaning to life and to fill gaps that the crisis in other areas of their life creates and constantly widens. . It must be realized that no product can replace human friendship, affection, companionship, contact, creativity, initiative, trust.

• Activation of consumer protection organizations: a) Obligation of companies to put labels on their products with which they will inform the consumer about the composition of the product, safety regulations, etc., b) introduction of measures for consumer credit, that is, the loyalty given to the consumer in various ways, e.g. loan, credit cards, c) preventing unfair and misleading advertising d) taking measures to compensate the consumer in case of purchase of defective or dangerous products.

Source: politis.com.cy

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