Advertising Pros and Cons: What are the three main arguments given by advertising's critics and by its supporters?

In the textbook, chapter ten of Media/Impact discusses advertising in mass media. Throughout the chapter, experts on the subject commented on the industry and its affect on society. One of those experts, Louis Kaufman, author of Essentials of Advertising, found that critics of advertising claim the following: "advertising adds to the cost of products, advertising causes people to buy products they do not need, and advertising reduces competition and thereby fosters monopolies" (Biagi 220).

The first argument is that the overhead cost of advertising in in the different mediums, critics feel that it adds to the cost of products. This makes it unnecessary more expensive for the consumer. On the other hand, advertisers claim by that ads actually create competition which can drive the prices down. I think that business have to get their name out to the public and ads help bring the customers in the door. Therefore, when the business starts to make more money, they are able to pass deals on to their customers and still make a profit.

The second argument is that advertising causes people to buy products they do not need. The most obvious example is the way advertisers market toys to children. However, advertisers say that these ads are nothing more than getting people to try new products. I feel that certain advertisers do try to manipulate people into buying a product, but it is ultimately up to the individual to decide what they need and can afford.

The third argument is that advertising reduces competition and thereby fosters monopolies. Critics claim that only companies that can afford to advertise how an unfair advantage. Moreover, they claim that this limits the amount of competition. The counterpoint of this argument is that ad campaigns are just part of introducing the product to the public. I think that ads are essential to promoting a product. If a company has more money to spend on a campaign, it does not guarantee that it will strike a chord with the audience.