Although people often focus on the negatives when they discuss the effects of advertising, it is important to note that advertising does have its positive side. In fact, some of our society's most important messages have come through advertising, like "Friends don't let friends drive drunk." In addition to promoting important social messages, advertisements can also spark the economy by fostering competition and innovation.
Public Service Advertisements
Public service advertisements are often the first things considered when people discuss the positives of advertisements. These advertisements market a social concept of importance to the general public. Many public service announcements run messages about health, safety and national security. In the United States, the Ad Council, a nonprofit organization, sponsors many public service announcements. Their famous lines include "Loose lips sink ships," a 1942 advertisement run to promote national security during World War II. However, other nonprofit organizations, the government, faith-based organizations and private companies also run public service marketing campaigns. For example, the U.S. government has run a number of advertisements about the importance of disaster preparedness.
In addition to public service advertisements, traditional advertisements that market a product or service can offer social benefits. In fact, according to Megan VandeKerckhove, a student at the University of Florida's Interactive Media Lab, advertising is free speech, and it can work to promote free speech. According to VandeKerchkhove, this is especially true in countries where free speech has been suppressed. Advertising there, especially when it comes from the Western world where free speech is embraced, can encourage the idea that free speech is important. Furthermore, freedom of choice and advertising-supported entertainment, which is often a promoter of social change, are two important components of society that are both promoted through advertising.
Advertising has a number of positive effects on economies both in the U.S. and abroad. According to the International Advertising Association, advertising can encourage companies to compete and provide new products. This encourages more consumers to buy because these products meet the needs and wants of more consumers. Thus, the economy is positively affected. In addition, advertising can help create more jobs. As the demand for products and services goes up because of advertising, more people are needed to manufacture, supply, ship and test those products and services. Thus, more jobs are created.
In addition to encouraging consumers to choose the products that are best for them, advertising, at least in democratic nations, allows individuals to learn about the wide variety of lifestyle and political choices available to them and choose the ones that they find best. For example, in the United States, candidates for an elected position often run advertisements that discuss their strengths and the opponent's weaknesses. These advertisements encourage Americans to compare and contrast the candidates and choose the one with whom they most agree.
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