research paper

Advertising and social responsibility

(Well,2004) Since advertising is noticeable, manipulative and controversial, it can easily attract the attention of the citizens, the media, government and competitors.

Advertising plays various roles in the society. It keeps the public up to date with new and advanced products, helps them choose better products through comparison. Furthermore, advertising has the power to dictate the behavior of people not literally but through its overwhelming effects. It creates great impact on the most susceptible groups especially on the young teenagers. And as the power of advertising increases in terms of money and communication, the existing concerns become more noticeable.

Wells, W. et. al, (2004). Advertising principles and practice. Pearson Education, Inc.

“Any advertising communication provides the reader, viewer, or listener with a vast number of bits of information which he must rapidly sort out to arrive at a unique interpretation”. Mr. Moran, Vice President and Director of Research at Young & Rubicam, Inc

(Moran, 1966) Because it is not the consumers’ obligation to study advertising, perception affects and determines their actions. Usually, how they grasp the meaning of the message influence the actions they take.

Moran, W. (1966). The perception of an advertising communication. In L. Bogart (Ed.), Psychology in media strategy. Chicago, Illinois: American Marketing  Association,1966