Aaaaaaaaaaaaaaa- The pain called Advertising

We are in the middle of a good movie on Television. The crime is just about to be uncovered, and suddenly the movie makes way for a break and it is from then on that the audiences are subject to Advertisements. It normally lasts for 15-20 minutes, and it consists of ads for any kind of products. This is the kind of Television formats that audiences are confronted with. This 21st century television format does have its share of problems as well as the advantages. Although, i would like to mention beforehand itself that according to me, there are few advertisements which are useful, and some aspects are good, but the majority of it is quiet bad.

Advertisements mould the audience to face up to the challenges of their everyday functioning. Information regarding products of utility to products of consumption are the benchmarks upon which Ads thrive. Advertisements also cater to businesses who want to step into the massive consumer market, and make themselves known. Although the factor of Quality varies from situation to situation, it is a fact that Large number of Advertisers with large revenue indicate good progress in the economy. India is estimated to have the third or fourth largest expenditure on Advertising, which is indicative of its good economic progress. The power of the visual ads is such that it influences audiences to go out there and buy. This is where the buck just about stops as far as the good things are concerned.

The negative points of Advertisements are the inability for audiences to differentiate reality and fiction. In some cases, it is a very potent factor for Censoring the News Media. This factor is more prevelant in the West, where Corporations own large media houses, in addition to balancing their other assets. The case of GE (General Electric) owning NBC Television in the United States , one of the Public Service Broadcasters, is an example. The unfortunate dynamics of News Media Functioning is that it is Money-Centric, rather than Information Centric. If there is even a barrage of Important Serious news, the Advertisers use their clout to pull out of the News channels and search for other rivals to place their ads.

It is this final point that is so problematic, and thus my fundamental mistrust for Advertising. In the United States, which boasts of a Free Press, Advertisers act as the biggest censors, and it has Constituitional Validity!!!!!!! The First Amendment of the US Constituition says, "Congress shall make no Law which shall abridge the Freedom of Expression of the people and of the PRESS". The press in America consists of the print, Internet and Broadcasting medium like TV and Radio. But, it also embraces Advertising. Hence, one media censors the other, and in this case it is Advertising. Hence, America does not have such a free press as it boasts.

The potency of Advertising in India is highlighted better in a Film titled 'Page 3'. In that, a breaking news about the Sex Racket by a notable businessman is bought out by a reporter. But, it cannot be printed in the newspaper because of Managerial threats to withdraw Advertising for the paper. Even in real life in India, there are so many instances where Important news do not come out in the open because of Advertiser pressure. Under the pretext of Audience appeal, the advertisers justify behind the scenes about the non-screening of serious news programes.

But, the battle is a losing one. For, i have resigned myself to the fact that without Advertising, Television and people cannot function. News will now be reduced to trivial items, and the genre of INFOTAINMENT is going to be the key Mantra in the functioning of news in India. Advertising has had such a profound influence on the minds of individuals all over the world, that it is now an accepted form of life. I guess this pain is there for a long time, and there seems to be no medicine in sight.

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