Advertising and its impacts on consumption in the mediated marketplace

Advertising has been used as a form of communication that encourage potential
consumers to make purchasing decisions about the service or product. This is in the longest time,
been considered as an element that promotes economic growth and development in the country.
However, due to the change in business demands, marketers must adopt new advertisement
plans. Thus, advertisement has increased dramatically as the expansion of the industrialized
market made sure of the supply of manufactured products (Leiss et al.). Compared to the past
centuries, not very many businesses were involved in the advertisements of their products
because they limited to a few mediums of communication. At the time, companies would
advertise through radios, newspapers, televisions, and billboards. However, in the current times,
many and most businesses are relying on digital advertisements because they are the most
common platforms used today. Besides, a large number of the population is using social media
and mobiles for entertainment compared to the time they spend watching television.
The marketplace on the other hand, has been identified as an institution preeminent in the
society of consumers. It is the place where the social consumption of individuals is negotiated
and transacted in the access of the material culture as well as the discursive space that is ever-

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growing. The consumption patterns in the society are characterized by different groupings of
individuals, including value for lifestyle, taste for culture, and those in the ethnic communities.
The mediated marketplace is one where the original market place has, in a significant percent,
been defined by the advertising culture of businesses. Advertisements are aimed at influencing
the buying behavior of individuals positively, but this could be changed depending on the
memories that have on these products. The buying behavior of consumers has, in many ways,
affected the society basically in how people see things, thinking, understanding, and acting.
Unfortunately, when advertising promotes unhealthy patterns of behavior in society, adverse
effects are expected to happen.

Mediated Marketplaces

A marketplace is defined as a place in which two parties that is the buyer and seller meet
to enhance the exchange of products and services. Therefore, the market doesn’t need to be
physical an evolution that has been brought about by the presence of a social media platform and
the internet. Different people from different places can communicate and give their needs and
demands while the suppliers can use the information for production. Unfortunately, the seller has
also used a consumerism strategy to create requirements for products that were previously not
needed (Powers and Devon 343). Advertising has highly facilitated brand awareness among
these groups so that many transactions are made out of these activities. In such cases, we would
say that social media and other social communication have mediated the marketplaces

The evolution of the advertising industry

The industry has developed and changed from the previous view of things in the past.
Advertisements during this time told of the products and their features and straightforwardly.

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Competition at the time was low, but this changed with the evolution of the world. This came
along with the development of technology, marketplaces, and the media. After the completed
war in most countries, economic expansion was most famous for everyone to meet their needs
with an increased amount of money. Therefore, marketers had to make their brands known to the
consumers who were at the time willing to spend. In the early ’80s and 90, ‘s the communication
media was transformed with cable and satellite technologies (Leiss et al.). However, this
fragmented the already identified audience by the marketers. This called for a strategic marketing
plan that would help identify the significant channel of communication that would reach a vast
target population. Besides, the strategy intends to focus on the needs of the consumers. An idea
fit to beat the intense competition was felt by the different business owners. Thus, the result
brought about new creativity that intended and integrated through the various platforms. It was
the beginning of digital marketing, an innovation that has helped the business and society
interact from the internet market and meet the needs of every consumer.
With the introduction of social media, advertising companies needed to shift from having
monologues with their customers but use engaging conversations so that the relationship between
the buyer and the product was transformed. This has changed the market from a push-pull market
to a pull-push model of a market. Advertising has made it possible for the producers of consumer
products to obtain feedback from their consumers so that they can make changes or maintain the
levels at which the customer feels it is at its best. Listening to customers is an effective way of
promoting profit maximization. Besides, customers in modern society prefer to send their
feedback via social media other than e-mails or suggestion notes, which worked in the past.
Unfortunately, advertising has been identified with some negative impacts on different aspects of
society. This includes the environmental issues of entailing pollution, increased consumption,

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and oversize packing. Besides, it has developed a media dependency in the political class while it
has defined a specific moral aspect to some given target groups.
Evolution of Advertising Agencies

Although this much has become of advertising, a surprising evolution to the agencies is
expected to be felt and seen in the next decade. Time has always demanded a change, which is
what has led to changes in what was first presumed to what is currently acceptable to society. For
instance, before the extensive use of Twitter and Facebook as a media of communication,
business owners couldn’t find a market in social media platforms. However, a successful
campaign has been enhanced by the platforms where a trend on Twitter has facilitated the push
towards integration. Nothing really has happened to the advertising agencies, but the social
media platforms have come to empower them to work as they have always wished (Ariztia and
Tomas 143-162). Thus, the time to convince customers to use one’s products has long gone, but
they give demand to society. The module that governs and help relate the stakeholder in the
advertising industry include the message, sender, and the potential customer who wait for a
product that meets the need created. Also, the communication strategy has changed where the
advertising industry has taken charge to improve so that the gap is filled.
The relationship between advertising and society

Advertising has become a part of what holds the culture in the community together. It has
given the ordinary consumer the ability to share the experience with different images, brands,
and other instruments used to make a success of failure of the product or service. The society has
found a way to define people by the way they wear, and this has become as a result of the
judgments obtained from the influences of advertisement. Unfortunately, the method of branding

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in the society from advertisement started way back in the 1920s as the products were advertised
in an attachment to a particular lifestyle. Luckily, in the recent past, the community has highly
observed a healthy lifestyle as it has appeared in most advertisements. People have embraced the
call because advertising has been identified as a platform that could shape the opinions of people
ranging from products to use to the political direction to take. This is because people in the
current society are opting to learn from other people’s opinions; thus, what they present in the
media is considered as the truth for most individuals.
Furthermore, the economy, through the relationship between society and advertising, has
benefited in different ways. This includes the provision of valuable information to potential
consumers on what products are available, giving them a variety to choose from when they
compare the prices, features, and benefits. Besides, advertising has caused an economic chain
reaction that ensures the generation of net gains that result from direct sales. There is also job
creation for the individuals involved in the entire process of advertisement.
Industrial advertising to consumer society advertising

Industrial society is one that supports the use of available technology to facilitate mass
production so that the large population in the country is adequately sustained. The society
harness urbanizations so that labor providers are close to these production centers to facilitate
high rates of economic activities. However, with the events of advertising, the industrial society
is changing to a consumer society. The role of advertising is to connect consumers as well as
encourage them to buy their products (Leiss et al.). The society in such a setting is stimulated to
produce materials and services. However, they will are living at a time when people are at all
times, thinking of ways to spend what they have earned on goods because they believe it is
significant for them. Therefore, advertising has been used as a tool that gives consumers a

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variety of products from which they can buy. This kind of consumption has since been facilitated
by the mediated marketplace, which has been made to be readily available to the consumers.
The level of consumption in the country is high compared to the production, making it
difficult for any economy to have economic growth or development. From an economic point of
view, savings are no longer used for further manufacturing or more investments but are used for
consumption. The social class and status for the society members have been highly influenced by
the things presented in adverts on social media platforms. Most people want to look elegant, eat
expensively, and live in a fashionable house as they see in these adverts. In such an impact from
advertising, society could be identified as one that is headed in the wrong direction.

Consumer culture

Consumer culture is a social arrangement through which relations depicted in the lived
culture and social resources, valued way of life, and the markets mediate the resources they
depend on. Consumer culture is developed and established when consumers in a certain period
develop commercial product consumption behaviors. Therefore, consumer culture could be
defined as the free will to choose the ideas that lead to modernity and something that is no longer
governed by the tradition. Some critical aspects have explained the domain; this includes the
rapid circulation of commercial products (Hovland, Roxanne, and Joyce). Commercial products
are products or services produced in a capitalist market for purposes of exchange. Another
element present in this domain is the relative independence of the full range of activities for the
producers and
Besides, advertising has come with lots of marketing effects due to unhealthy
commodities brought in the market and made it appealing to the consumer’s eyes. Digital

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platforms such as social media and mobiles have raised access to the market; thus, impacting the
attitudes and behaviors of users who are mostly the young population (Hovland, Roxanne, and
Joyce). Therefore, there is a direct link between digital advertising and the opinion of people
towards the use and intention to use different unhealthy commodities. For instance, alcohol
products have been identified to be on high usage due to many useful and encouraging
advertisements made on the same. From this, the attitude and behavior of young people towards
the consumption of alcohol have changed to the negative.
However, it is essential to note that the digital platforms used in advertising have
different impacts based on the products advertised. For instance, the platform has changed the
consumerism habit of unhealthy products pushing individuals to consume healthy products.
Besides, the advertising has made open the benefits of consuming these products, making it easy
for consumers to choose whatever that fits their need. Thus, popular culture could be identified
as one with positive effects on the general public around the globe.
New commodities industry

Advertising a primary method used in marketing products and services has increased the
need to consume unique and distinguished commodities. This has, by far, brought about an
increase to expand the different industries to meet the needs and preferences of their potential
customers. Advertisements do not necessarily show what the consumer requires but an actual
way through which consumers realize what they need. Besides, consumers are always on a path
to find something that could satisfy their needs better than the present one has done. Advertising
by its calls to action different groups of people so that they see the need to have the new
commodities in the market. Also, society has increased curiosity to try the latest products to find

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out whether their tastes and preferences could be changed. Therefore, advertising new products
each day has resulted in high consumption in the country.
The population today are eating better, living in good shelter and live longer compared to
the life of the past decades. The current economic struggle around the globe is not just providing
food for the family but eat from the most expensive hotel. In this time and era, it has become
difficult to tell the difference between what is needed, what is desperately required, and what is
not required. Therefore, advertising has created a need that never existed before because the
marketplace has been brought closer to the consumer.

Mass media that manages the constellation of images

Mass media in the form of communication that reaches a massive population because of
the use of digital platforms. The communication method has had its significant force in society as
the modern culture because, like the market, the media has reflected and created the culture. This
makes it essential that society is continuously reminded of the products available in the market.
These constant reminders are based on developing and creating moods, sense of what they
should consider as necessary, and what they should not as well as their attitude towards these
products. Using the culturalism theory, individuals in society have used the media to create their
meaning from the messages and images received. Besides, the population has had the option to
choose what they feel is attracting, but they will interpret the material based on their experience
and not what is told by others. Thus, consumption of different products, healthy or unhealthy,
has been on the rise as a result of advertising and the view of things by audiences.

Policy Making

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The three named and discussed domains above indicate a society that has fully embraced
consumerism. People in the recent past think that spending more on consumer goods would help
the country goods because more money circulates in the economy. Therefore, industrial society
is embracing large amounts of products being sold, and others bought at the same time.
Consumerism is a case that requires a public address basically by the people at the management
and leadership positions in the country (Powers and Devon 343). Although, the public policy-
makers have identified the need to deal with the growing marketing stretches and consumer
research. This has been related to the ignorance of the consumer markets that could render the
country into deep economic tough times. The industry has emphasized the importance of
consumer protection from harmful products that could negatively impact the health of the people.
However, these policies lack precise advertising controls based on the simple conditioning of
human wants in society. Therefore, it is the duty and responsibility of the government regulatory
authorities to take charge of the matter to make sure that the best of the public and economy is
put first to the personal gains by businesses.
In conclusion, advertising has been identified as a tool or element that has facilitated the
mediation of the marketplace. The social communication means in the past centuries were not as
effective as it is in the current days where the conversation has evolved. Besides, social media
platforms have evolved to bring the markets closer to the consumer, where mobiles and other
social media platforms are used for brand awareness to the consumer. However, advertising is a
strategy through which they have created the demand for products and services to consumers,
one which was not present. It is difficult to tell the difference between primary and luxurious
products. Unfortunately, the effects of advertising have on the high side been felt to be harmful
as it affects the economic development and growth of the country. More saving has been used in

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consumption compared to the number or level of investment in the country. Therefore, the
country faces potential challenges of economic stagnation or decline in the years to come. Hence,
it is an opportune time that the government and other stakeholders come up with policies that
would help govern the level of advertising and its plan to reduce the desire to buy products and
services that are unnecessary.

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Work Cited

Ariztia, Tomas. “Unpacking insight: How consumers are qualified by advertising
agencies.” Journal of Consumer Culture 15.2 (2015): 143-162.
Hovland, Roxanne, and Joyce M. Wolburg. Advertising, society, and consumer culture.
Routledge, 2014.
Leiss, William, et al. Social communication in advertising: Consumption in the mediated
marketplace. Routledge, 2013.
Powers, Devon. “Advertising and Consumerism.” A Companion to Popular Culture (2016): 343.