The place of Advertisement in consumer culture Essay

The place of Advertisement in consumer culture Essay (State Service Main Exam 2012)

Introduction

Consumer culture refers to the tendencies of the general public towards bringing a drastic change in lifestyle by buying products and subscribing to services that result in an alteration of lifestyle. As such consumer culture is in itself a byproduct of the capitalist structure. The concept of advertising products and services with the objective of selling began in the early 16th and 17th centuries purely in the print format. It is perhaps the most powerful tool that spearheads consumer culture

Discussion

Advertisement has come a long way with various changes and improvements. Beginning with just print media, advertisements could only be found in newspapers. With the advent of digital and widespread internet advertisement has occupied an important place in consumer culture.

Advertisements have ushered in the culture of buying and selling replacing the traditional culture of saving. The presence of numerous multinational companies has broadened the choices of products that the average Indian consumer can afford. Advertisements work as walk-in salesmen luring individuals to consume the products. International brands such as H&M have affected the consumerist culture in India as well. Statistics reveal that the sales of H&M Products such as clothes and accessories have increased by 49% in 2021 due to online advertisement in lockdown. Their gross profit accounted for Rs 597 cross in the previous year.

Advertisements have the ability to mould the behaviours of the common citizen and their spending patterns. Advertisements have the ability to appeal both emotionally and logically.

The straightforward approach is a variant of the rational approach to advertisements. This sort of ad focuses on spreading information about the features of a certain product. For instance, selling cellular phones like the iPhone 14 which offer unmatched features such as a display quality of 6.1 inches smaller display, the camera quality of 48mp primary camera with a 12mp front camera, battery life of 4325 mah and memory capacity play vital roles. However, it has become popular among millennials because it has become a symbol of social status.

Customer research or customer study is an integral part of advertising. Through customer, feedback, companies get to know the customer’s preferences, likes and dislikes that enable them to modify and reshape their products according to the needs of the buyers.

The irrational approach of advertisement offers a life-altering, fantastical product. This form of advertisement moulds the buyers’ desires promising a change that they have not encountered before. The novelty factor attracts buyers into buying a particular product. For instance, beauty products companies such as Fair and Lovely show how dark-skinned women can change their skin tone to the fair by applying the cream.

Advertisement is a necessary evil as it has the power to alter cultures in addition to changing human behaviour. It establishes new trends and standards of human life that are more often than not unrealistic. Advertisement has gone through a paradigm shift through the use of Artificial Intelligence and by asking customers to accept cookies. This enables companies like Amazon and Flipkart to learn about buyers’ likes and dislikes allowing them to show advertisements frequently thereby reinforcing their choices upon the buyers themselves.

Conclusion

Advertisements are an integral part of the consumer culture as it is the byproduct of a capitalist economic market. It is a double-edged sword which can bring both positive and negative changes to society and cultures. It is potent enough to change, shape and even alter culture and its standards.

FAQs

Q1. Why is the iphone 14 Pro popular among millennials?

Ans:   iPhone 14 offers unmatched features such as a display quality of 6.1 inches AMOLED display, a camera quality of 48mp primary camera with a 12mp front camera, a battery life 4325mah of and a memory capacity play vital roles. However, it has become popular among millennials because it has become a symbol of social status.

Q2. How does the irrational advertisement approach work?

Ans:   The irrational approach of advertisement offers a life-altering, fantastical product. This form of advertisement moulds the buyers’ desires promising a change that they have not encountered before. The novelty factor attracts buyers into buying a particular product.

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जिल्हा नुसार जाहिराती

अहमदनगर अकोला अमरावती औरंगाबाद भंडारा बुलढाणा
चंद्रपुर धुले गढ़चिरौली गोंदिया हिंगोली जलगांव
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नंदुरबार नाशिक उस्मानाबाद पालघर परभानी पुणे
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ठाणे वर्धा वाशिम यवतमाल बीड  

शिक्षणानुसार जाहिराती

७ वी (7th) दहावी (SSC) बारावी (HSC) डिप्लोमा आय.टी.आय पदवी
पदव्युत्तर शिक्षण बी.एड एम.एड एल.एल.बी / एल.एल.एम बीएससी एमबीए
बीसीए एमसीए बी.कॉम एम.कॉम GNM/ANM एमएससी
बी.फार्म एम.फार्म बी.ई एम.ई BAMS/BHMS एम.बी.बी.एस / एम.डी
बी.टेक एम.टेक MS-CIT