Advertising is ubiquitous in our modern society. We can find it on billboards, television, radio, Internet, phone calls and even T-shirts. What started as a means that companies used to inform the public about their goods and services for sale, has nowadays become one of the most important strategic elements of marketing, taking charge of “spreading the word” (promotion ); And with this, create needs within consumers so that those wishes can be fulfilled with a benefit (increased consumption, inserting or repositioning a brand, improving the image, etc.).
Advertising offers numerous benefits for companies and in some cases for consumers. However, it also provides some considerable drawbacks or disadvantages:
Disadvantages or harm of advertising
Advertising requires money, companies must pay to either advertise through an internet advertising service or on billboards, print ads in a newspaper, or publish on radio and television. Designing the ads and copying also costs money. Therefore, the cost associated with producing the ads is the main drawback advertising offers to businesses, especially small and medium. On the other hand, there is no guarantee to recover the amount invested.
Advertising aims to gain consumer confidence and encourage consumers to purchase the products or services offered by presenting them in the best possible way, generally accentuating their qualities and minimizing their drawbacks. There is a margin of freedom in the creative process. However, the problem arises when the boundaries of the advertising ethics and are misrepresented or misleading. Exaggerating, lying, or making false claims in advertisements about the efficacy or usefulness of goods and services can lead consumers to make decisions based on misinformation. There are cases where advertisements are used as part of scams aimed at defrauding the public.
In Chile, the Law No. 19496 on the protection of consumer rights regulates and imposes sanctions for individuals or companies that knowingly (or knowingly) induce deceptive advertising.
We are continually exposed to advertising, and advertising can sometimes negatively influence how people feel about themselves. According to the images they see in advertising, there are women who feel that they must be slim and beautiful, as well as occupying full-time jobs, while they dedicate themselves to the home and to the care of their children without the help of third parties. On the men's side, they must be handsome, athletic, caring husbands, thoughtful and virile fathers at all times. These images are in most cases unreal and difficult to reach.
Promotion of harmful products
According to several studies, advertising of alcoholic beverages, especially on television, the Internet, radio, cinema and popular music, influences adolescents to their consumption. Therefore, advertisements are identified as potential sources through which young people learn about these drinks and as possible influences on the problems associated with them.
Likewise, the disadvantages of advertising among young people include increased cigarette consumption, obesity, poor nutrition and eating disorders.
Today political campaigns have become mass marketing contests that use strategies that can be indistinguishable from advertising. The most expensive and creative methods of persuasion in the form of political announcements greatly influence the outcome of the elections.
Companies are in continuous innovation in relation to their products and services. These innovations are introduced to the market through advertising campaigns that generate sales and lead to the elimination of older products that replace new ones. This is a recurring cycle that creates more and more waste, and if there are no reuse or recycling plans, it can bring environmental problems.