In today’s world, advertising has become the most common and effective trend of marketing. Today, whether it’s a company like Pepsi or Yahoo, each one of them spends crores of rupees on advertisements. According to news coming in, Yahoo is planning to spend $80 million on the next leg of its big ad campaign. It's almost double the amount Yahoo spent on advertising last year and 40 times what rival AOL spent on advertising in 2009.
But the question is that what makes these companies spend so much on advertisements? The answer is simple; it’s sales which lead to higher profits. Advertisements are one of the strongest weapons in the hands of the companies by which they introduce the product to the target audience, persuade them, influence them, manipulate them and brainwash them to increase the sales of their respective products.
Advertisers do brainwashing of people in many ways. Advertisements bombard every minute of our lives. The advertising industry has penetrated into every aspect our society. Each ad is repeated for atleast fifty times a day. The first thing we hear after getting up in the morning is about a product being advertised and the last thing we hear before going to bed at night is also a product being advertised.
However, the greatest means by which advertisers do our brainwashing is by bringing the human aspect in their advertisements. Human aspect basically constitutes the human emotions. The advertising companies try to touch the human emotions. For example, the latest song, “Kyunki Har Ek Friend Zaruri Hota Hai” of Airtel has succeeded in touching the emotions of people, particularly the youth, in a major way which has lead to the increase in sales significantly for Airtel. To give other example, when a catchy statement like “I am a complan boy” appears with the ad of Complan, the little kid in the home forces the mother to go and buy that product. What we get to know by these examples is the way in which these advertising companies spot their target audience on the basis of products and then attack them with full intensity.
The other way by which the advertisers manipulate and brainwash us is by introducing celebrities in their advertisements. When a celebrity like Akshay Kumar appears in the ad of Thumbs Up and says, “Taste the Thunder”, all the fans of Akshay Kumar go and buy Thumbs Up. This is the only reason why always important personalities like Amitabh Bachchan are introduced in ads like ‘polio drops’ to convey an important message to the people because the advertisers know that people will certainly listen to a respectable personality like Amitabh Bachchan and will take their children for polio drops.
Not only these, the advertisements often take an ugly shape when the sexuality and sensuality of a woman is used to lure the audience. We do not realize it but the advertisers have gained control of our lives without us even knowing it. Advertising (or more accurately marketing) tries to influence people, to change their attitudes and beliefs, and to affect their behaviour. Advertisements have actually become a means of public brainwashing.