What are the intended and unintended social effects of advertising?
Social effects of advertising can be used positively or negatively. It can be used for social and political causes, like the Advertising Counsel Campaign, which produces informational ads for people. This can mirror or shape social values, normalize values, materialize and add to consumerism, create consumer demands, and even cheapens news and entertainment.
The unintended social effects of advertising are based in effects and ethics. For example: the portrayal of women/ men (gender stereotypes,) portrayal of minorities, the elderly, the disabled, and GLBT.
Advertising can be used negatively to sell products that are unhealthy are not beneficial for the consumer. They attempt to prevent unfavorable stories to be published or pulling controversial ads. An example: selling children unhealthy cereal. Advertisers are blue the line of advertising and editorial content.
Advertisers can influence the media actively because of the effect is has on the people. It is proactive when it is used positively for the people, where the masses benefit off the ad and reactively by negative attributes that advertising can portray.
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