I hear from time to time the opinion that advertisements are necessary and useful guidance. I came across this statement in New Zealand quite frequently (mostly, interestingly, from men), though when I first heard it I was a fool enough to try to engage in a conversation about it. This was a futile effort since the cultural and education background of individuals are vastly different and the discussion in any depth would take an enormous time. This I didn’t know then, recently arrived from a much narrower environment in regards of individual diversity. However, since then I’ve learnt that in New Zealand and probably in most anglo-saxon areas it is very difficult to talk about widely accepted views like this.
I come from a country that shifted from communism to a semi-capitalistic structure when I was nine. It is not unusual in my generation to feel uprooted, observant and constructively critical about social structures. The shift provided us an opportunity to be independent and I think it is due to this historical background that I feel confident saying this:
I believe advertisements are not necessary. I feel advertisements are a burden both financially and intellectually on the population.
Camebridge Dictionary defines the word “advertisement” the following way: “A picture, short film, song, etc. that tries to persuade people to buy a product or service.” I understand that the service that people are offered is information that is selected with the goal to sell the product. This selection of information (and use of other tools to facilitate selling) has positive and negative aspects.
Positive aspects of advertisement system:
1.) Effortless decisions: intuitive decisions, quick buys are not only possible but encouraged by advertisements. Researching alternative products are often made unpractical in “one-day-sale” online setups, mall sales and clearance options. Other ways to encourage quick and effortless decision making is finance options, where financial limitations can also be disregarded.
2.) Entertainment: advertisements are designed to capture and hold attention. Looking at a brochure, a real-estate catalog or online shops is truly a colorful, captivating, exciting experience.
3.) Globalizing and example setting: advertisements show us idealized objects and people that we can strive to achieve. This means motivation and security. We don’t have to come up with ideas for what is beautiful, there is a clearly set goal and working towards it can be rewarding.
4.) Latest technology: the main argument also includes the point that advertisements allow us to learn about new technology and its applications. “How would we know about these things otherwise?” – ask me people in favour of advertisements.
Negative aspects of advertisement systems:
1.) Inconsiderate decisions: the trap of effortless decisions is the transition to insensivity to consequences. The result of this can be a personal catastophe, debts, unsustainable lifestyle, destructive behaviour, mental illness. It is clear, that the interest of the sellers in capitalism is to get a person (household) to spend to their capacity (maximum debt), buy products that are cheap to manufacture (often cost a lot to the environment), expensive to buy and that lose value quickly. Products answering to these characteristics are cars, phones and electronic devices, furniture, whiteware and household items, fashion pieces etc. Products that are less like these are durable, cheap to buy and retain value, for example basic food items, second-hand clothes and durable furniture.
2.)Psychological effects: entertainment value of advertisements are often a result of recognised or unrecognised psychological tools “turning on and off” emotional responses. These may lead to inconsiderate, irrational decisions as the affect emotions and not logic. Also, these can lead directly to mental illness and addiction. One of the main methods are to influence people to search for satisfaction and happiness constantly and in the process of purchasing instead of interaction with other people.
3.) Globalising and example setting: these aspects have direct negative consequences as well. These discourage independent thinking and disrespect personal values, social flexibility and open interaction between people. Also while people are motivated to achieve set goals, positive feedback is lacking in the process so it is difficult to be aware if the desired goals are reached. Altogether, these aspects of advertisements also may jeopardise mental health and integrity.
4.) Latest technology: an aspect of capitalism is to assure that all steps of technological development is exploited. Many old, wasteful, harmful and risky technological advances remain on the market for decades because there is no interest in investing in new technologies if the old ones answer financial gains. Therefore I feel that advertisements are not only misinforming but also setting technological advances and human well-being back. (Examples for this process are abundant in automotive market, space exploration and energy-production but look at only New Zealand’s individual taps!).
Advertisements cost plenty and this cost is built in the price of the product for the consumer. Buying a certain brand because the advertisements are convincing mean that advertisement industry is directly supported. At the same time, buying identical, cheap product discourages advertisements.
What would I consider an ideal tool to assist decision-making?
I feel that the answer is education and information.
Education would serve to empower people to access and process information. This require smooth and easy reading ability and confident use of basic maths. I feel that basic economics and accounting are also indispensable to be able to make a good decision in purchasing.
Information is the ideal basis for an educated person. A set of tables of specification says way more that any advertisement.
Let’s reflect on previous aspects of the proess:
1.) Inconsiderate decisions: I feel education and information system would offer and easy, quick and safe way to avoid inconsiderate decision. Having all data and the ability to understand it makes one be in control, and control over one’s life is an important factor in happiness.
2.) Entertainment: Processing new information in a familiar system is a well-known entertainment in any level of understanding. Talking data may not sound exciting if it is not a comfortable area of one’s life but genuinely forward-looking education would change that easily. Even now many people find joy in spending long periods of time to access independent data about products and present environment makes that difficult and unrewarding. In a system where this process is easy and familiar this could be a new positive aspect of life for the most of us.
3.) Globalising and example setting: Here I must remember a small, isolated and closely knit community I once lived in. One of the main characters of the village was a lady with a thick grey mustache! She would have been ridiculed in an advertisement-centered consumerist enviroment but since the community had no access to the objects advertisements offered they had no expectations of people living up to those standards. What if it would be OK to have pimples, old clothes, baby-fat, no make-up and still feel beautiful? A bit liberating I think.
4.) Latest technology. Information about latest technology can reliably and objectively sourced in an entertaining way in the world of the internet. Try futurism.com
As a conclusion I feel advertisements serve to misinform the public for the main goal of capitalistic institutes, that is to get a person (household) to spend to their capacity (maximum debt), buy products that are cheap to manufacture (often cost a lot to the environment), expensive to buy and that lose value quickly. However, capitalism as a whole would be better served with education and information system, where the cost of a household would be less and excess resources could be spent on further technological advances and personal well-being on all areas of the world.