The University of Ss. Cyril and Methodius
Faculty of Mass Media Communication
A world without advertising
Name: Veronika Líšková
Course: Media Relations
School year: 2013/2014
How hard can it be to imagine and describe a world without any advertisements? It turns out that it is quite difficult to completely retrieve advertising from the Earth, even hypothetically, because besides the numerous negative aspects that advertising has, there are also some positive ones. The world without any advertising simply cannot exist, even though some types of advertisements are very annoying and many people wish to get rid of them, yet a majority of advertisements are helpful and timesaving as they provide us with essential information which we don’t have to seek out on our own. One of many reasons why advertising was even invented was the need to inform people and it has made our lives simpler, in a way. We live in a world where everything is sped up and because the time is precious, people have learned to appreciate simplicity. The advertising in television or in a form of leaflets creates opportunities for customers to compare and choose the best alternative, when shopping. Imagining an alternative world without advertising is hard because it is a crucial part of every business and helps firms to be distinguished from their competitors. Without any advertising in the world, there´d probably have to be a monopoly for every type of business which would decrease diversity and leave so many people unemployed. Every company employs someone responsible for their advertising, after all. Apart from retailers and entrepreneurs who mainly use marketing and advertising to increase sales of a certain product, there are others who make a living directly from advertising, creating campaigns for their clients in advertising agencies. Some job positions such as copywriters or art directors would disappear completely and millions of people would have nothing to do, nowhere to work and creativity would have a very limited space where it could be applied. In all honestly, advertising is everything. It is everywhere happening at any time. It is just a different name for communication which has been used in many different forms for decades. Communication is the main vehicle of advertising and people have communicated since before they had learned to talk. In the past, when people needed to exchange or sell goods, the only way to advertise their product was to use the word of mouth. It was and still is the easiest and cheapest form of advertising that a company can use. If we wanted to ban all advertisements, the word of mouth would still survive, because it isn’t something that governments or companies can directly influence or something that can be simply banned. The word of mouth happens only if someone´s product is so great that people feel the need to recommend it to others. Advertisements inform, persuade and often manipulate. Customers might feel that their free will is suppressed, if adverts intentionally influence their purchase behaviour and make them buy something on an emotional impulse. People like their freedom of deciding for themselves whereas companies like to increase the sales as much as possible. Therefore, in an alternative universe without advertising, some companies would struggle to survive on the market yet people would feel satisfied that no one is pushing them to buy anything they don’t want to buy. The creation of media is behind the advertising as we know it today. We encounter it everywhere, while reading newspapers, watching films in television or listening to a radio, all these activities are accompanied by advertising so excessive, that ads now repeat every few minutes. From the psychological point of view, people living in the world without the commercials in television would have much more time on their hands and everyone would be less angry, because their...
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