The effect that advertising has had on consumers is of consequence to everyone due to the nature of capitalism. "Defined a consumer is someone that acquires goods or services for direct use or ownership. Advertising is the activity of attracting public attention to a product or business, as by paid announcements in print, broadcast, or electronic media (Dictionary.com)." Consumers see a need for items that can make their lives healthier, more enjoyable and convenient. What advertising does for consumers is that it alerts them to the benefits that they may expect but at the same time advertising may also open the door to deception.
Advertising is a multifaceted means by which a company or an individual may market a product or service. Advertisements can be seen in books, journals, magazines and newspapers. And, can also be heard on the radio, while viewing TV or by surfing the Internet. "One form of advertising is Co-operative advertising is done when a group of businesses with similar interests work together co-operatively to increase the impact, and reduce the expense, of their marketing efforts (Strait)."
There are advantages to advertising that is of direct benefit to the consumer. It produces innovation and product improvement by forcing competition that lowers prices. Advertisements are also the principle means by which most people hear of a product or service, in so far as to what the product can do and its' performance. For instance an ad can alert a consumer to a product that may be able to help them live longer. They help a consumer to make up their mind when choosing. And, ads can introduce a consumer to new products and new uses for older products. Most importantly perhaps, due to its' time-management appeal, is that an ad provides a means ...