Does advertising make us too materialistic?

Some critics claim advertising adversely affects our value system by suggest­ing that the means to a happier life is in the acquisition of more material things instead of spiritual or intellectual enlightenment. Advertising, they say, encourages people to buy more automobiles, more clothing, and more appliances than they need—all with the promise of greater status, greater social acceptance, and greater sex appeal.

Frankly, we all have needs and desires beyond the basics of food, clothing, and shelter. One benefit of a free society is that we can choose the degree to which we wish to indulge our desires, needs, and fantasies. Some people prefer a simple life without an elegant house, fancy cars, and trips abroad. Others enjoy the material pleasures of a modern, technological society. There are advertising sponsors at both ends of that spectrum. Food companies offer natural products as well as convenience packaged goods. Shoe companies offer simple sandals as well as formal footwear.

Proponents of advertising also point out that material comfort or security is necessary before a person can devote time to higher cultural and spiritual values. Therefore, the stress on material things doesn't rule out spiritual and cultural values. In fact, it may create a greater opportunity for attaining such values, since the satisfaction of a person's higher desires is more likely when that person's lower, more basic desires have been met. Proponents also point out that, through its support of the media, advertising has brought literature, opera, drama, and symphonies to millions who otherwise might never have experienced them.

An off-heard criticism is that advertising forces people to buy things they don't need by playing on their emotions. Some critics believe advertising’s persuasive techniques are so powerful that consumers are helpless to defend themselves. Those who accuse advertising of manipulating consumers – assuming that people can’t resist advertising’s hypnotic messages – have little respect for their decision-making abilities or common sense. Another aspect of the manipulation argument is that advertising creates artificial needs.

Read the title of the text once again. What is your answer to this question?

TEXT 4

After reading the text be ready to differentiate between PR and advertising. Give your own examples of both.

Public relations

Public relations (PR) is a term that is widely misunderstood and misused to describe anything from selling to hosting, when in fact it is a very specific communications process. Every company, organization, association, and government body deals with groups of people affected by what that organization does or says. They might be employees, customers, stockholders, competitors, suppliers, or just the general population of consumers. Each of these groups may be referred to as one of the organization's publics. The process of public relations manages the organization's relationships with these publics.

Companies and organizations know they must consider the public impact of their actions and decisions because of the powerful effect of public opinion. This is especially true in times of crisis, emergency, or disaster. But it is just as true for major policy decisions concerning changes in business management, pricing policies, labor negotiations, introduction of new products, or changes in distribution methods. Each of these decisions affects different groups in different ways. Conversely, effective administrators can use the power of these groups' opinions to bring about positive changes.

In short, the purpose of everything labeled public relations is to influence public opinion toward building goodwill and a positive reputation for the organization. Well-executed public relations is a long-term activity that molds good relationships between an organization and its publics.

Many firms use public relations activities such as publicity (news releases, media advertisements, feature stories) and special events (open houses, factory tours, VIP parties, grand openings) as supplements to advertising to inform various audiences about the company and its products and to help build corporate credibility and image.

Advertising is generally described as openly sponsored and paid for media communications between sellers and buyers. Certainly, like public relations, the purpose of advertising is to affect public opinion. Public relations activities, like product advertising, may involve media communications, but these communications are not normally openly spon­sored or paid for. Usually they take the form of news articles, editorial interviews, or feature stories. One means of relaying a public relations message, though, is through corporate advertising.

Public relations is less precise than advertising. Advertising can be strictly controlled so that its reach and impact can be charted in advance, but public relations commu­nications are not so easily quantifiable: "PR's results depend more on the experience, ingenuity, and tenacity of the people engaged in its day-to-day execution." Although PR communications may be less controlled than adver­tising, such communications often have greater credibility.