i cant write essays!!! ARGH i took so long to complete one man! cause i dont know how to express myself CRAPPY. feel free to comment (if you are free)

Advertising encourages a desire for products which people do not actually need. Discuss.

For many years, much debate has been raised over the purpose of advertisements. It is indeed unbearable and frustrating at times when the television programme we are viewing is at its climax and a commercial break has to interrupt it. And often, we see viewers writing in to the forum, complaining that the number of advertisements aired during the commercial break is ridiculous, questioning the need for them. The bombardment of advertisements not only comes from commercial breaks, but also in the newspaper as well as at the bus waiting areas. This marketing tactic adopted by numerous companies has reflected its effectiveness in boosting the companies' sales and leads us to wonder whether advertising has encouraged a desire for products which people do not actually need. I believe that advertising does play a major role in the decision making of consumers when it comes to the purchasing of goods unnecessary for them.

With firms trying their best to associate their products with cool images or advanced and developed technology, consumers will no doubt be attracted to their products to a slightest extent. For example, in the recent years, the multi-national communications corporation, Sony Erricson, came up with new mobile phone models. The advertisements publicizing the launch of their new products have certainly contributed greatly to their sales. The Sony Ericsson Walkman-branded W-series music phones are notable for being the first music-centric series mobile phones, prompting a whole new market for portable music that was developing at the time. Sony Ericsson’s Walkman phone are endorsed by pop star Christina Aguilera across Europe. While the W series music phones are being launched in 2005, the CyberShot-branded line of phones were introduced, starting in 2006. Sony Ericsson kicked off its global marketing campaign for Cyber-shot phone with the launch of ‘Never Miss a Shot’. The campaign featured top female tennis players Ana Ivanović and Daniela Hantuchova. These popular figures associated with the phones has created a very trendy image for these new series and encouraged consumers to possess one. thus advertising in this case has made more people to change their phones unnecessarily to ensure a "cool" image.

Furthermore, the ingenious advertising schemes companies adopt has encouraged a desire for products which people do not actually need. Many companies have contracted famous artistes to be the spokesperson of their products, such as Qi Qi, as the spokesperson of SK II, a facial whitening beauty product. Devoted fans as well as those who are deluded into thinking looks are what matter most for success in life or romance would show their support for the product. They are easily convinced by the positive effects of consuming that beauty product as the spokesperson is a real evidence for the effectiveness of the good. These beauty products are not necessities but advertising has managed to persuade consumers into purchasing them.

However, advertising does ensure that people keep up with the latest developments and help us make an informed choice. In 2002, the National Environment Agency introduced a voluntary Energy Labelling Scheme for air-conditioners and refrigerators. The labels provide energy performance information to help consumers choose energy-efficient models and thus save on their energy bills. As of January 2006, 121 air-conditioner and 77 fridge models were labeled. In the advertisement of the Mitsubishi air-conditioners endorsed by Jack Neo, the air-conditioners are showed to be easily maintainable and consumers can save electricity bills by purchasing this product. Advertising has allowed consumers to make informed choices on appliances whose energy consumption form a significant part of their utilities bills. Thus advertising in this case has actually benefited people as they are encouraged to make the correct decision on things that they actually need.
Advertising of annual great sales and clearance sales also encouraged people to splurge on things that they do not need. As the opportunity to buy things at a bargained price is rare, people would be drawn into a shopping spree to fulfil their desire to spend. Eventually, many ended up purchasing things that they do not require. Yet it is not always true that advertising encourages a desire to buy goods that they do not actually need because consumers may still be more interested in the selling price of the products.

On the other hand, advertising has played an important part in the entertainment industry and our lives because it has kept people updated with the latest music and movies. For example, through the advertisements in the newspapers and television, we are able to learn about the snippets of upcoming movies and indulge ourselves in the entertainment brought about by mass media, which undoubtedly, has added flavour to our otherwise mundane life. Even though these music CDs or DVDs might not be a necessity in our lives, and advertising has developed a desire in us to purchase them, we do derive pleasure out of them. Thus advertising has made our lives more enjoyable in a sense.

In conclusion, advertising has a great influence on people's preferences as it is able to ignite the greed in Man to possess something that might reflect a status of wealth or fashion, encouraging a desire for products that they do not need.