In 2007, spending on advertising was estimated at more than $150 billionin the United States and $385 billion worldwide. The importance of advertising is "steadily on the increase in modern society. Just as themedia of social communication themselves have enormous influenceeverywhere, so advertising, using media as its vehicle, is a pervasive,powerful force shaping attitudes and behaviour in today's world.
ADVERTISING: FOR GOOD OR EVIL?
But how fair is the business game, really? On the face of it, producers andconsumers have a very different view. The marketplace is not a levelplaying field, and the chief culprit is advertising.Here are three charges levelled against advertisers:
1. They sell us dreams, entice us into confusingdreams with reality.2. They pander to our desires for things that are badfor us.3. They manipulate us into wanting things we don'treally need.
It was in July 23, 1995, that a Mumbai tabloid published a photograph of an ad for Tuff Shoes that had models Madhu Sapre and Milind Soman posing in the nudewith a pythonwrapped around them, just about covering the vitals. The controversy andprotestsdragged on for a long time. The ad agencies defended their creative rightswhile the nationPooh-poohed the couple's audacity.
Even as a section of the media andpublic lambasted the advertisers and the agencies for the falling scores of taste and decency in advertising, such ads raged on and became an orderof the day.Recently the AXE chocolate sprays ads were the latest addition to this list.
ADVERTISERS VIEW POINT
Thus advertisers and admen are increasingly under fire for upsetting thesocio-cultural-religious sensitivities and sensibilities of consumers. And, unfortunately,things arelooking only worse day by day. With slashing down of the ad budget andwith theBusiness slumping, everyone is even more desperate to stand out in ahurry. To boostshort-term sales or to win ad awards. Their slogan is 'Love it. Or hate it. Orthink it isoffensive. But you have to notice it. Advertising is criticized because