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Advertising – a form of manipulation or a marketing tool.

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Advertising - a form of manipulation or a marketing tool.

Advertising appeared for the first time in Europe early in the 17th century and Britain was the pioneer. Nowadays we can observe a great development of different means of information transfer. The mass media are connected not only with the show business, entertainment and science but also with trade, the stock exchange and other fields of economics. That is why during TV serials or other broadcasts, in nearly every magazine and newspaper, one can find, read, see or hear hundreds of advertisements. What does the phenomenon of the advertising consist in? First and foremost, it is connected with special techniques for creating adverts, striving for maximum impact on people's minds by using psychological methods. According to a poster maker Benetton - advertisements do not sell products or ideas but a false and hypnotizing model of happiness. Half-truths rule the world of advertising. It means that commercials and advertisements creators can use metaphors and embellishments while presenting the advantages of their products. But in some countries it is forbidden as for example in France where one cannot use in commercials and advertisements adjectives and adverbs in the superlative degree.
But who is able to resist the temptation created by commercials and advertisements? Sometimes it is very hard, as we want to have the best products, to be modern. With enthusiasm we let ourselves be persuaded to follow various fashions and cults. For some time now the fashion for techno music in the Polish advertising industry has been growing more and more intense and it influences young people. Moreover, some people claim that techno music is a very popular youth subculture thanks to which it is easy to win over young people. It is commonly known that one of the most important aims of the advertising industry is to attract people's attention. That is why most commercials and advertisements feature the young and the beautiful. It contracts with all disasters in the world: war, hunger.
To form an opinion on the problem given in the topic, it is worth watching the TV programme by Tomasz Kamel - "Kup pan cegle". The programme exposes the mechanisms of advertising and tries to show its true, dual nature.
To sum up I would like to say that advertising is both manipulation and a marketing tool. Some psychologists say that advertising can be dangerous, as excessive submission to standards does not always bring favourable effects. And even if it seems to be impossible to avoid the contact with advertisements and commercials we can defend ourselves from its influence by treating it "with a pinch of salt".
[Arkadiusz Szymczak]

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