Impact
of Advertising and Media Management on Society
Although people often
focus on the negatives effects of advertising when they discuss the effects of
advertising, it is important to note that advertising does have its positive side
also. In addition to promoting important social messages, advertisements can
also spark the economy by fostering competition and innovation.
In this competitive market, with the advent of so
many advertising agencies as well as with the arrival of billions of products,
services and ideas, satisfying the needs of the clients have become the
ultimate objective for the advertisers. In several cases, we find portrayal of
misleading and false information in advertisements. The advertisers rarely
think about the benefit of the people, they are more inclined towards making
profit. As it is
quite clear that advertising is one of the most influential tools of mass
communication. Social awareness advertising mainly focuses on social issues
like national integration, pollution, family planning, care and concern for
aged and disabled, awareness campaigns against smoking, drugs, alcohol, etc.
The primary purpose of this type of advertising is to educate the masses
through hard hitting didactic messages.
The Internet,
interactive television devices, and e-books are examples of the types of
communication technologies that, when they emerge, have the potential to
significantly disrupt the underlying business models of existing sectors of the
media industry and relevant social issues through this significant tool of mass
communication.
Media
has significantly promoted social causes like literacy, health management,
anti-dowry practices, discouraging female foeticide, AIDS awareness, etc.
It clarifies that
advertisements really are one of the most powerful and strongest medium of mass
communication and when authentic and unbiased messages are delivered through
this medium, the products get an instant positive response in the market. It
all depends on the advertisers, who introduce the products or services with
complete authenticity and without forgetting their responsibility towards the
community. Advertisements do have a social responsibility and it wouldn’t be
wrong to state that people can be successfully made aware of the all the
concerned and relevant social issues through this significant tool of mass
communication.
Jayashree Bora
Commerce & management Deptt.
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