Advertising

Advertising

Introduction

The course of the study will focus on the advertisement of alcohol, cigarettes and prescription medicine and its adverse impacts in the interest of health, morality and annoyance. In this modern era where the advancement in the telecommunication media has revolutionized everything the field of advertisement has become a basic element in shaping the distinct personalities of the individuals in the society. The most significant and vital impact of media, created especially through advertisements. The advertisements of cigarettes, alcohol and prescription medicine incorporate different moral and health issues.

The impact of advertising is long-lasting especially on the youth as they are in their initial ages of their lives and they perceive things from their environment (Jennings, 2002). Advertisements display such actions and scenarios that influence and persuade the people towards the roles and characters that portrayed in these commercials. That is the main reason, why people are more influenced by these commercials and "therefore", a significant part of their personality conceived through these advertisements. It is assumed that the use of advertising creates positive impacts over the commercial activity of the company particularly in terms of product demand.

Discussion

Advertising has an important role for shaping up the identities and personalities of the masses, especially in teens because they are more vulnerable to it. Advertising is to make public a message about something or someone with a commercial nature. Its main objectives are attention, interest, desire and action by the person who is receiving publicity (Kunkel, 1992). It is estimated that individuals receive at the end of the day about 247 advertising impacts (Alex, 2008).

Violation of Morality and health by the Advertisements

Moral is a Latin word which comes from the terms moris "custom". It is a set of beliefs, customs, values and norms of a person or a social group, which serves as a guide to action. That is, the moral guidance about what actions are right (good) and which are wrong (bad). The prime rationale behind this argument is that these advertisements promote the consumption of these unhealthy products which are not beneficial when consumed at the individual or mass level. There is various research based statistical facts and figures that these products cause millions of deaths every year (World Health Organization, 2001).

The Impact of Cigarette Advertisements

The advertisements promote cigarette smoking among the people especially among the youth (Peter, 2001). The modern marketing techniques used by the companies in their advertisements attract the underage children's. These advertisements portray the consumption of cigarettes as a manly act and immature underage with the intent to be the same as portrayed in the advertisements. These companies use advertisement as an important tool to communicate about their product or service to the youth (customers). The modern techniques and tools used by the companies in these advertisements create a long-lasting impact on people and especially on youth's identity as they are in their initial ages of their lives and they perceive things from their environment (Tellis, 2004). Therefore, whatever they see on media in terms of advertising creates ...