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Monday, June 13, 2011

advertisements can tell us a lot about a country

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Either advertisements are too complicated for me to understand or they really do not tell us a lot about a country. However I bar the first statement as advertisements are aimed at the massive consumer and no special skills are required to watch them. I am more inclined to think that due to the world-wide invasion policy of companies less and less advertisements contain information about the country where a product is manufactured or some kind of service offered. Because of the various ways and means of manipulation, I also do not consider ads reliable.


Everybody knows that powerful companies sale their brands all over the world, the goal of smaller ones is also to extend their activities beyond the borders of a country. But neither of them can achieve success without advertising. Clear universal messages, stressing that a product is suitable for everyone with no difference of race, sex or age, sell it best. Take for example Coca-Cola and its ads showing that everybody enjoys this soft drink, the same is with washing powders and you name it. Quite rarely, you are able to understand where an ad is shot at, because mentioning the origin of the product could narrow the range of people buying it thus cutting down profits.


However, if you still insist that thanks to your sharp eye you could draw conclusions about a country from an ad, you should have in mind one thing- the usage of manipulation techniques. In most of the cases in order a product to stand out from the crowd its qualities are exaggerated, its effect changed. Therefore, if an ad is not true it is very likely your implications about a country to be either. For example, the happy faces on the screen do not mean that all people in the country live incredibly well, that there is no poverty.


As a conclusion, I want to advise you taking into consideration the globalization of business and the brainwashing abilities of ads not to rely on them as a source of information and realistic view of a country.


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