It is true that marketing is one of the driving forces behind many successful companies, and this begs the question as to what makes for an effective advertisement. In my view, while an effective marketing strategy can be attributed to several factors, it is also important to consider how it can have both negative and positive implications for society.
An effective marketing campaign can be done in various ways, but I believe the most potent strategy in today’s business climate is celebrity endorsement. Associating a product with a famous or successful individual has proven to be remarkably effective as people are shown to be socially wired to emulate those who are more successful than them. If they see a celebrity athlete or a movie star use a particular product, they naturally gravitate towards it. Today’s ever-growing influencer economy is a testament to the effectiveness of this strategy. Relatability is another common feature of many successful advertisements. For instance, advertisements addressing latest social trends such as racial diversity and gender equality or responding to people’s concerns over green issues are particularly convincing as buying their products make people feel a part of the solution. Hence, advertisements with relatable themes help build a stronger consumer base.
I personally hold the view that advertising has both unfavorable and favorable effects for society. On the one hand, advertisements lead to consumerism by manipulating people to buy more than they need. This is particularly worrying as many people today work long hours just to fulfill desires created by commercials. Overwork, as a result, will eventually take its toll on their personal and social life. Constant pursuit of material possessions, therefore, can ultimately undermine the integrity of society. On the other hand, marketing drives the economy. It boosts sales, leading to more production and transportation. Growing production and transportation, in turn, contribute to job creation for common men, which helps mitigate social problems like unemployment and crime.
In conclusion, an effective advertisement tends to feature successful public figures and themes related to current issues and needs. As for its societal implications, I believe it can be both advantageous and disadvantageous seeing as it can compromise social bonds through consumerism and simultaneously, help tackle social problem through job creation.