Tv Advertising

elevision - In Living Color

Everything people eat, wear, or use is pushed at the public through
commercial advertising. Whether it is the fertilizer that the farmer
chooses to put on the vegetables he grows, the clothing that is chosen at
the department store, or the pen to write a report, it has been advertised.
Advertising occurs even in the packaging of a product. From the colors the
manufacturer chooses to use on the wrapping, to the multi-million dollar
expense of television, everyone is influenced by advertising. One of the
most powerful forms of advertising is in the advent of television. Since
its inception, advertisers have viewed television as their most powerful
tool. Television provides an excellent avenue for companies to sell and
promote their products. There are fewer and fewer people living today who
were around when television was not. Today\'s generation was raised
entirely on television! Since the 1940\'s, television has been an important
part of American life. Television is able to sell products like no other
medium can. This incredible power of television comes from three specific
areas: an inordinate amount of time spent in front of the television,
it\'s ability to target a specific audience, and it\'s ability to attack the
viewer on both the auditory and visual field.
The time spent in front of a television continues to grow with each
generation. The number of hours a child spends in front of a television
is rapidly overtaking even the number of hours that they will spend in
school. Included in their weekly television viewing are an extraordinary
amount of commercial messages. Before entering school, young children will
have formed many of their beliefs of what is good by the commercials they
have viewed. Due to the number of hours spent watching television,
advertisers use the concept of repetition to \"promote goods, services,
ideas, images, issues, people, and indeed anything that the advertiser
wants to publicize or foster\" (Pride & Ferrell 1). Even in politics,
advertising sells its candidate. In the past presidential election it was
impossible to watch TV on any given evening without seeing Bill Clinton or
his ideas numerous times. Brand names for many well known products have
been adopted as the name used for all brands of the same product. People
request a Kleenex rather than asking for a tissue or might ask to use the
Xerox machine rather than the copy machine. This ability to bombard a
consumer greatly increases the chances the consumer will buy their brand
because of the recognition they have with it.
Television has the advantage of airing an advertisement at a
particular time of the day or during a specific program to gain the
attention of a specific target audience. For instance, a morning cartoon
show will break for commercials advertising toys, games, and certain
breakfast cereals targeted at children, while a daytime soap opera will
target women with advertisements of household cleaners, hair products, and
other beauty supplies designed to \"help\" (Wrighter1) them look and feel
more beautiful. \"Mc Donald\'s success can be traced to [this] precision of
advertising\" (Solomon 334). Instead of a standard advertisement for
everyone, they have different ads for \"different age groups, different
classes, even different races\" (Solomon 334). They have Ronald McDonald
and his friends advertisements for children, \"hip and happy adolescents
singing dancing and cavorting together\" (Solomon 334), for the teenage ads
and for the older audience, there is the \"Mac Tonight\" ads or the new \"Arch
Deluxe\" hamburger that is being advertised as the \"adult\" hamburger.
Airing advertisements at specific times enables the promoter to match the
ad to the viewer. Even though attempts are made to match the ad with the
audience, many feel this should be regulated even more. \"All major media
organizations need advertising to exist; that\'s how they pay their bills\"
(Peart 17). At the same time, though, each organization sets its own
advertising standards. Many of the ads during the Super Bowl were for
beer while many of the viewers were under the age of 21. Some groups feel
that it is morally incorrect to advertise certain product while children
are viewing. There are not many laws on this subject but most stations
regulate themselves as to when it is appropriate to sell certain products
during air time. The ability of an advertiser to be able to air an
advertisement while perspective buyers are watching greatly increases the
effectiveness of the ad.
Television\'s largest advantage over other forms of advertising is
the fact that they can promote products through the use of visual and
auditory stimuli. Magazines and newspapers can be read, radios can be
listened to, but only