Advertising is Our Environment

Running head: ADVERTISING IS OUR ENVIRONMENT
ADVERTISING IS OUR ENVIRONMENT
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ADVERTISING IS OUR ENVIRONMENT
Introduction
Advertising greatly impact the everyday lives of the people. The tactics implemented by
the advertising in today’s context are mostly offensive. This is a kind of tactics that is used by
the advertisers to capture the attention of the audience and sell to the product or services. As
mentioned in the essay of Killbourne, “In your Face...All Over the place, Advertising Is our
environment” “how advertising is our environment,” Advertising is considered to be more than
just selling the products or service to the consumers. Advertising is even more important than jus
selling the products rather, it influences the ability of the people to think clearly. The purpose of
this essay is to understand the tactics employment by print advertising and analyze the ways in
which the advertising affects the everyday lives of the people.
Discussion
The everyday lives of the people are surrounded by advertisements. The main purpose of
the advertising is selling the products and services; however, it not only sells the product but also
advertises the future image of the organization. Advertising is the subset of the four promotion
mix comprising of price, place, product and promotion. Advertising influences the attitudes,
lifestyles and behavior of the people (Dewenter, Ralf, and Ulrich Heimeshoff). It is considered to
be one of the most effective communication tools between the advertiser and the audience to
which the advertisements are targeted at. It is a paid form of non personal communication
through various media like print media and online media. Print media is a form of media which
uses the printed media such as newspapers, prospects and magazine for reaching out the
consumers and target audience. It is a traditional form of media for advertising. Advertisements
are majorly found in newspapers, magazines, internet, radio, posters, newsletters and billboards.

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ADVERTISING IS OUR ENVIRONMENT
The business organizations spend huge amount of capital in advertising its products and services
in the highly competitive business environment. As mentioned by Free and Anthony, in today’s
context there is a boom in consumerism due to high level of expansion, integration, liberalization
and modernization. Hence there is a boom in advertising. With the increase in advertising, the
senses of the end consumers are being assaulted increasingly. The advertisements lure, pressurize
and oblige the consumers to purchase the advertised product and services. The advertisements
focuses on various offers, discounts, gifts and free delivery services to the target audience and
enable them to purchase the product or services advertised by the advertiser (Grau et al.).
It is considered to be a great psychological weapon to lure the customers. Moreover
advertisements increase the price of the products and services to be purchased. Branding of
specific communities and services involves high percentage of payment towards advertising.
However, it offers wide range of options and choices for the consumers in terms of price along
with quality (Kilburn). The consumers are fee to purchase the products and services from wide
range of options according to their own tastes, preference and occasion. Further, advertisements
also encourage a healthy competition among the manufacturers and the sellers which in turn
reduces to the price of the commodities and services (Myers, Jun Rong and Sela Sar). This is
beneficial for the consumers in a way. Moreover, it generates employment opportunities, the
advertising and marketing agencies are specialized in this fields and they posses’ expertise in the
field of advertising. Therefore, advertising is both a technique and an art. However, in most of
the cases the advertisements are deceptive and they fool the consumers with dishonest dealings
and serve their own needs. It disrupts the healthy competitive environment (Panigyrakis et al.).
Print advertising is one of the widely used forms of advertising. These forms of
advertisements mostly appear in magazines, brochures, fliers and newspaper. Print media is used