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Thursday, February 17, 2011

Essay 6: Today the High Sales of Popular Consumer Goods Reflect the Power of Advertising and Not the Real Needs of the Society in Which They are Sold.

 

My MUET Essay Question^^
Question: Today the high sales of popular consumer goods reflect the power of advertising and not the real needs of the society in which they are sold. What are your views on this? Give reasons for your answer and include any relevant examples from your own knowledge on experience.

Nowadays millions of companies produce billions of products and the role of advertising is quite obvious. Ads help consumers to find the goods or services of their needs. However, do our needs grow equally fast as the number of products? Some market analysts insist modern commercials are not merely matchmakers of a product and a consumer, but actively interfere with buyer’s desires, developing artificial needs.

Undoubtedly, advertisement guides people through the market, serves those who do not have time to learn differences between goods. These products are probably the same, but loyalty to a particular brand, formed by a commercial helps make a choice. When a person buys one mobile phone out of 50 models, he thinks he made his choice himself. But that was a commercial who told him about the features of this phone.

Nevertheless, ads not only inform us about new goods, but force people to want them. This can be even useful, for example for someone who suffers from back pains and without commercials he would never imagine there are new mattresses which could ease their pains.

Unfortunately, promoters now operate our minds more aggressively. Commercials no longer promote products, but lifestyles. They told us to purchase things just because they are fashionable or up to date with the image of successful person. And we buy new cars, gadgets and clothes in order to match this image and not because old ones are no longer usable.

Personally I think that high sales of popular commodities are the result of new promotional technologies. The best illustration of that is that everyone now is concerned mostly about how a new mobile phone will reflect his personality, a new shirt – his image, or will a new car make colleagues feel jealous.


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Nowadays, there are lots of advertisements on television or on the streets. Some people think that the advertising boosts the sales of goods and it encourages people to buy things unnecessarily. This arguments may be true. In my country, many advertising companies produce advertisements with famous and popular actors or singers. People, especially youngsters, buy goods that their favourite singer advertise, although they do not really need the products.

Also, on the television screen, a product may look gorgeous and good quality. As a result of it, people often buy goods without enough consideration. Consumers may not actually need it but they buy goods impulsively soon after they watch the advertising. Furthermore, as many customers buy a particular product due to its advertising campaign, the other people may be affected by the trend, even if the product is not of the real needs of the society.


On the other hand, there are various aspects against these arguments. Moreover, it is people's choice to make a decision to buy goods. Advertising may be not a cause of customers' buying habits. Individuals have their own spending habits. If they have got enough disposable Income then the right to mane a decision’s given to them. No one actually can fudge whether the goods sold are the real needs of the society or not.


In addition, as there should be a limited amount of disposable income consumers are able to spend, people try to allocate their budgets. They cannot be simply swayed by those advertisements.


In conclusion, as customers have their own strong opinions and standard of good quality goods, it’s better to leave them to make their own decision in buy goods. It’s fairly difficult to say everyone’s swayed by advertising and buy good impulsively. However, in sensitive area of businesses such as toy industries, it may be necessary to band advertising to those children as children have not got enough ability to control themselves or to know what they need.
 
(328 words) Band 7.5

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