Explanatory Synthesis

Advertising and Commercialization



Advertising has been used to communicate opinions and suggestions to the general public since the dawn of time. Advertisements have been used by businesses all over the world to sell their goods and boost sales volumes in order to increase profits. Today, these businesses plan their promotional campaigns in such a way that they can be used to persuade consumers to purchase their goods, a process known as commercialization. Commercialization has had a significant impact on society's spiritual structure, transforming us into more materialistic beings. Advertising, like any other marketing technique, has advantages and disadvantages. Commercialization's effect on children is one of the most serious concerns. Companies today target schools where they can use their sponsorship schemes and advertising to promote their products, despite the negative effects that the products may have on their health.



Negative Effects of Commercialization



In the article "Every Nook and Cranny: The dangerous Spread of Commercialized Culture" by Gary Ruskin and Juliet Schor (2005), the authors explore the negative effects that commercialization has on the public. Alexandra Sifferin's (2013) article, "Let's Move: But not with Shaq and Beyonce" argues that in as much as the Let's Move campaign is a welcome move, using celebrities that endorse unhealthy foods is wrong. In the article, "Is Nothing Sacred" by Linda Formichellini (2003) discusses how advertisers have invaded every advertising space there is, including classrooms, and yet no one seems to care about its effects. April Moore (2007) in her article "A Balancing Act" discusses the effects of commercialism on the education system and children. All the authors agree that commercialism is changing us. Advertising now has more control over our lives and health.



The Influence of Corporations



In the modern society, corporations, through advertisements, have more control and influence over us than we may be aware of. Corporations have become a huge face that they have taken control over governments. By funding campaigns and sponsoring policies, these corporations' influence is immense. According to Ruskin & Schor, "the rise of commercialism signifies the increasing growth of corporate power" (2005). These corporations have taken advantage of this power that they possess to corrupt the minds of the public and influencing their everyday decisions. With product placement, corporations have made their products visible in all kinds of media forms. Technology has made it easier for corporations to air their advertisements and reach a wider audience. Corporations have now invaded every space that there is to advertise their products, "...from golf holes, animal farms to fortune cookies" (Formichelli, 2003). The school space has offered a new space whereby companies can pass their message to children and young adults. This has led to children and young adults having a distorted image of reality (Formichelli, 2003). As such, corporations now have a more commanding influence on the very many decisions that we make.



The Negative Effects on Children



The effects of advertising have become so ubiquitous. One of the most alarming effects of advertising is the negative effects that these advertisements have on children. Today, companies are now targeting children who have become a key demographic for them. As Ruskin & Schor (2005) noted, the advertisers are now using schools and television shows to reach children. Case in point is Channel 1, owned by Chris Whittle that lured schools into accepting advertising by offering to loan them television sets to be used by classrooms (Ruskin & Schor, 2005; Moore 2007). This shows how the children demographic has become a key market for many of these corporations. It is no surprise that many of these companies that produce goods that lead to health complications have found their way into children's minds. Moore (2007) notes that corporate advertising is now part of daily school life in most parts of the country's public schools and this has had a negative effect among many children. As Ruskin & Schor noted, "15 percent of United States children, aged between six and nineteen years are now overweight" (2005). This is a shocking statistic and only reveals the effect of advertising on junk food consumption by children. Despite the many advantages of advertising to companies and the economy, advertising has negatively affected our children. Many companies that offer junk food have found children to be their best market and hence have employed advertising campaigns that are aimed at convincing them to buy their products. Schools have entered into partnerships with businesses in the form of sponsorships and as a result, businesses have found a new way to advertise their products to children. This explains how many more children are now consuming junk foods and becoming more obese.



The Role of Celebrities in Advertising



It is even more shocking that companies have found their way to advertise their products through campaigns aimed at promoting healthier lifestyles among children and youth. Alexandra Sifferlin (2013) notes that the "Let's Move" campaign hailed by the former first lady Michelle Obama is a good example. Even though the campaign and the message are admirable, the strategies used raise questions. Beyonce and Shaquille O'Neal, who accompanied the first lady to some of the schools, both endorse products that may be considered unhealthy. With Beyonce endorsing Pepsi and Shaq launching his Soda Shaq Cream Soda, they were the wrong people (role models) for the campaign (Sifferlin, 2013).



The Future of Advertising



Right or wrong, advertising is here to stay. It is expected that more companies will put out advertisements that would be aimed at ensuring they generate more sale and remain competitive in their respective markets. With corporations becoming increasingly powerful, it is important that policies are enacted to ensure that advertisements do not mislead consumers or target children, who are the most vulnerable. Policies are a sure way to ensure that the interests and lives of people are protected.



References



Formichelli, L (2003). Is nothing sacred.? Across the Board, Sep/Oct, 40:5, 23.



Moore, A. (2007). A Balancing Act. American School Board Journal, May 2007. 28: 27-30.



Ruskin, G., & Schor, J. (2005). Every Nook and Cranny: The Dangerous Spread of Commercialized Culture. Multinational Monitor, 26, 20-23.



Sifferlin, A (2013). Let's Move: But not with Shaq and Beyonce. Time Magazine, Retrieved from http://healthland.time.com/2013/09/16/lets-move-but-not-with-shaq-and-beyonce/

Deadline is approaching?

Wait no more. Let us write you an essay from scratch

Receive Paper In 3 Hours
Calculate the Price
275 words
First order 15%
Total Price:
$38.07 $38.07
Calculating ellipsis
Hire an expert
This discount is valid only for orders of new customer and with the total more than 25$
This sample could have been used by your fellow student... Get your own unique essay on any topic and submit it by the deadline.

Find Out the Cost of Your Paper

Get Price