THE INFLUENCE OF ADVERTISING

The influence of the media on the development of children and young people is hugely increasing. Research has shown that the young sector of the society is psychologically defenseless against advertising. That is to say, they do not appreciate the intent to sell in adverts, so they are not able to judge whether the product is worthwhile or not.

The advertising agencies do not seem to care about the possible influence they cause. The enormous budgets and incomes, provided by the companies interested in promote their products, give birth to lots of adverts full of positive and negative influences. However, in my opinion, there are much more negative than positive ones. For example, some adverts are so well-thought and cunning that many people feel the necessity to buy the product, regardless the price or the real utility of it. Young people seem to be much more affected by adverts and well-known brands, spending huge amounts of money in purchasing these products in order to be cool or to outstand amongst friends. Furthermore, there are a lot of techniques to influence the customers (who actually do not usually realize they are being influenced), as for example the use of powerful slogans (“Just do it”, “I´m lovin´ it”, “Think different”...) or the use of powerful images (a pretty girl or a handsome actor who invite you to buy the product).

As far as I am concerned, I think that there should be a stronger public organism with the ability of regulating the adverts which are published on the TV and other ways of media. This organism could be integrated by specialists (such as psychologists) who would determine whether the advert makes bad impact on the society or it is a factual way of communication. In this way, I think society could improve... But it is a pity that this solution is so unrealistic: the companies drive too much money to elaborate fair adverts.