Composition & Essay Writing [ 36 ]

36- ] Composition & Essay Writing .

39-] Advertising .

                Advertising is a form of communication that typically attempts to persuade potential customers to purchase more of a particular brand of product or service . Advertising has been more than a marginal influence on patterns of sales and production .

              Many advertisements are designed to generate increased consumption of products and services through the creation and reinvention of the brand image . For these purposes of advertisement sometimes embed their persuasive message with factual information . Every major medium is used to deliver these messages including television , radio , cinema , magazines , newspapers , video games , the internet , carrier bags and billboards . Advertising is often placed by an advertising agency on behalf  of a company or other organization .

                 One way to measure advertising effectiveness is known as Ad Tracking . This advertising research methodology measures shifts in target market perceptions about the brand and product or service . These shifts in perception are plotted against the consumers’ levels of exposure to the company’s advertisements and promotions . The purpose is generally to provide a measure of the combined effect of the media weight or spending level , the effectiveness of the media buy or targeting and the quality of the advertising executions or creative .

                   Money spent on advertising has increased rapidly in recent years.  In 2007 spending on advertising was estimated over $ 150 billion in the US and $ 385 billion worldwide and the latter exceeded $ 450 billion in 2010 .

                  While advertising can be seen as necessary foe economic growth , it is not without social costs . Advertising often uses stereotype gender specific roles of men and women , reinforcing existing cliches and it has been criticized as inadvertently or even intentionally promoting  sexism , racism and ageism . Activities are depicted as typical male or female  stereotyping . In addition , people are reduced to their sexuality or equated with commodities and gender specific qualities are exaggerated . Sexualized female bodies but increasingly also male serve as eye catchers . A great part of advertising is the promotion of products dealing with the appearance of people mainly for women . Thus , the media put girls and women under high pressure to compare themselves with a propagated ideal beauty . Consequences of this are eating disorders , self-mutilations , beauty operations etc. The EU parliament passed a resolution in 2008 that advertising may not be discriminating and degrading .

                   Mass media are used not only to sell goods but also ideas : how we should behave , what rules  are important , who we should respect and what we should value . Youth is increasingly reduced to the role of a consumer . Key advertising messages exploit the emerging independence of young people .Advertising is increasingly invading public spaces such as schools which some critics argue is a form of child exploitation . Cigarettes for example , are used as a fashion accessory and appeal to young women . Children’s books feature branded items and characters and millions of them have snack foods as lead characters . Business is interested in children and adolescents because of their power and influence on the shopping habits of their parents . The greatest damage done by advertising is precisely that it incessantly demonstrates the prostitution of men and women who lend their intellects , their voices , their artistic skills to purposes in which they themselves do not believe and that it helps to shatter and ultimately destroy our most precious non-material possessions , the confidence in the existence of meaningful purposes of human activity and respect for the integrity of man .

                There have been increasing efforts to protect the public interest by regulating the content and influence of advertising . Some examples are the ban on television tobacco advertising imposed in many countries and the total ban of advertising to children under 12 imposed by the Swedish government in 1991 . In mzany countries advertising agencies , advertisers and the media agree on a code of advertising standards that they attempt to uphold . The general aims of such codes is to ensure that any advertising is legal , decent m honest and truthful .

40-] Television .

                     Television permits us to reach large numbers of people or a national or regional level in a short period of time . Television being an image-building visual medium , it offers the ability to convey your message with sight , sound and motion ,

                    Television has been an important form of communication for many years . Television also brings important historical events , both positive and negative directly into our homes . People do not just read about current events they experience them in real time or alive .

                   Television can also be a fine teaching tool – there are many television shows on the air that are informative and educational . The right television shows can teach our children about morals and values as well as right from wrong . Many educational television channels are not only for children but they serve as learning tools for adults . In fact many colleges and universities use local channels to provide distance learners the opportunity to attend lectures given on television .

                    Many educational , scientific , historical , political , sportive etc. programs , films , series and plays that are shown on TV are very interesting , amusing and informative . We are taken to any corner of the world where any game or event of our interest is being televised alive . We are taught how a particular dish is cooked , how a particular disease can be prevented or cured , how our houses can be decorated without money . It is also a good source of entertainment which is very cheap and within the access of every one .

                  Along with these advantages , there are also disadvantages of television . Children are exposed to more inappropriate content than ever before . They can have access to movies and programs intended to be viewed only by mature people . Watching television too much also affects eyes and nerves . Several irresponsible television channels show contents of sex and violence . Television creates such a spell on children and in some cases affects the elders that they actually lose their own opinion and feel whatever is being shown on television is correct . In such situation it is the responsibility of the broadcaster to show what is safe to be shown on television .

                    Television is spoiling the new generation by the help of vulgar media . We should keep children away from bad channels . Nowadays media are ameliorating on a fast pace . We are unable to discriminate between good and bad . It is easy to avoid disadvantages of television by highlighting its plus points but it is up to us that how we kill the bad effect of television on society .