power of advertising

In advanced industrial countries as well as in many less developed ones, new consumer products are emerging at an alarming rate to meet the increasingly diverse needs of people from all walks of life. And it seems that this trend of consumerism is fueled by the widespread advertising in modern societies. In my opinion, both factors are critical to the soaring sales of consumer goods.

On the one hand, with the fast pace of modernisation, people’s physical and spiritual needs are greatly diversified and carefully categorised, which can be witnessed by mushrooming supermarkets, department stores and shopping malls. From kitchenware to gardening implements, from office consumables to household confections, those places exist to provide a splendid array of modern commodities, catering to every particular taste of humans. No wonder that many housewives are so thrilled at the thought of another shopping spree! Moreover, many new businesses have sprouted up in recent decades. For example, the pedicure industry is thriving in Southeast Asia as an effective channel to relieve the stresses and strains of modern life.

On the other hand, the mighty power of advertising is also a contributing factor. Inundated by a succession of seductive images and attractive prices, most consumers find it hard to resist the allure of possessing the advertised products. Following the principle of “3B” (baby, beauty and beast), many advertisers use newborn infants, gorgeous females and domestic animals to stimulate purchasing impulses in the audience – their potential customers – though those icons are irrelevant to their products. For instance, although car manufacturers and real estate developers have been criticised for using shapely models in their advertisements, the climbing sales of cars and properties give evidence of their great success, at least in commercial terms.

In conclusion, in the analysis of excessive consumption, it is obvious that people’s real needs and the magnetism of advertising are the two most powerful forces at work. In fact, it is often difficult to distinguish between them because a really fascinating advertisement can actually create new needs in the viewers, who feel compelled to go on a shopping tour! (347 word)