Advertising

In the eyes of the business world and of many economists, advertising serves an important function. It helps consumers to choose among competing products.

Advertising plays a very important part in modern merchandising. The manufactures tell the public about their new products and the stores tell the public about what products they have at what prices. If they did not advertise no-one would even learn of the existence of their wares. In part, advertising is aimed at conveying information to potential customers and clients, but it is also used to persuade the public to buy. This is the area in which advertising is often criticized. Advertisements are sometimes misleading. Although it is illegal for advertisers to make untrue statements about their goods, services or prices, they still make their wares seem unduly attractive. They create a demand which would not otherwise exist.

Advertisements can be seen in newspapers, magazines, and on television every day of the week. Many more advertisements are sent to customer’s homes.

Advertising companies are called agencies. Each agency sells a lot of different products. Here is how it happens. The first stage is marketing research. Then the agency writes, films, records and photographs a campaign. This is a series of advertisements on TV, on the radio, in newspapers and magazines.

This great business of merchandising employs millions of people, from clerks in the stores to top executives in the department stores and the advertising agencies.

From another point of view, however, advertising goes against important social values. It promotes self-indulgence and thus counters moral and religious teachings. It creates false “needs” and encourages wastes.

Should there be limits on the types of products that business people can advertise? Should advertisers be forced to mention the hazards as well as the attrac­tions of products such as cigarettes? Democratic political processes provide answers to such questions in a continuing process of adjustment and change offering protection to the consumer against false or harmful advertising.

X. Answer the following questions to discuss the details of the text. Use the text for reference.

1. What function does advertising serve in the eyes of many econo­mists?

2. How does advertising help the public?

3. What do the manufacturers and stores tell the public with the help of advertising?

4. Where and how often do advertisements appear?

5. How do many advertisements reach the public?

6. How are advertising companies called?

7. What do advertising agencies usually do?

8. What is the role of marketing research in advertising?

9. Whom does the great business of merchandising employ for adver­tising?

10. What important function does advertising serve?

11. Where can we see advertisements?

12. What is the reverse side of advertising?

13. Why is it often said that advertising goes against important social values?

14. What are the ways to protect the consumer against false or harmful advertising?

15. Should people always rely on advertisements?

16. What's your opinion on advertising in your country?