Advertising: Friend, not Foe!

They say advertising is excessive: it interrupts TV series, preceding movie shows and dominating music award ceremonies. Some even lament that advertising not only occupies the media, but is also present everywhere else; the latest music editor softwares could be seen at bus shelters, and online VoIP products pictured in public telephone booths. It is irrelevant and disruptive.

If you agree with my last sentence above, continue reading. You might decide to change your mind.

First of all, I dont think advertisers occupy the media. As a matter of fact, it is the media that courts companies, maybe except for over-popular shows. TV stations need funds to run your favorite programs, and radio broadcasts have to pay for the Music on Demand. It boils down to us consumers: we demand, and the media provides, at a price of course.

Ah, you might now argue that it is the advertisers who flock to the media and pay for available ad space. True! But how many time slots are so coveted over? Shows like the super Bowl football are rare. Other less endowed channels, in fact, have some hard time securing long-term ad contracts to be financially sufficient. It is thus fair to conclude that advertisers and the media, and us, are in a multilateral relationship.

Besides its commercial relevance, there is more to this misunderstood industry that we often miss out on, like how advertisements might effect cultural understanding, especially in this globalizing world of business. HSBC features newspaper ads of cultural differences across countries. FedEx has their TV ads filmed in Japan, showing the way Japanese people live and work. And I actually learned from a MasterCard ad that in India, people release white doves for luck. Interesting, isnt it?

In addition, informative ads feed useful information to our preoccupied minds. Public service messages could be conveyed effectively through ad-works on air. And people get to know the latest products available on market during review hours. I mean, it would be a pity if we work so hard to produce all these commodities just to, in the end, know nothing of them. And because we work so hard, we could hardly afford to find out about whats going on ourselves. Informative ads keep our society functioning as it is meant to.

But most of all, advertisers are creative (e-mails are not advertisements; they are spam). The appealing advertisements that crack you up or hook your eyes for the hundredth time take much more than the 30 seconds of airtime. Creativity, and the resulted attention, increases sales, and the advertising environment is so competitive nowadays it truly stimulates the human edge of creativity and nurtures it to flourish. advertising signifies the human drive to succeed.

To me, what makes modern advertising desirable, besides bridging cultural gap, informing the populace or generating new ideas, is that it empowers every individual possible. It no longer takes an established firm to put up an ad. Any one anywhere can promote their ideas, products and even themselves through the thriving medium of the internet. 15-year-olds can now economically design and effect ads to promote their companies (yes, dont look down on these young entrepreneurs). Any one could adopt different voices using voice changer softwares, and edit audio as well as video ads with the many music editor softwares and video editor softwares available. Because advertising could so omnipotently enable far-reaching creativity of expressions, it is relevant to our human society that values progressing thoughts and selective reception of ideas.

The staunchest critics of advertising might ask, what would be the future of advertising, now when people are able to get rid of the commercials. MythTV offers a plug-in that automatically filters out commercials during recording, whereas video editor softwares allow you to freely cut out unwanted ads from pre-recorded clips. Yes, people are actually paying to be free of advertisements.

But hey, think again! advertising is not that inconsiderate. Have you ever listened to radio broadcasts so excessively loaded with audio commercials its impossible to follow? And advertising might be excessive and disruptive, but I suppose only to a minority few. In fact, like I have said, informative ads are actually desirable. Dont you or your children feel excluded if you are not aware of the new iPod, or the latest music editor gadgets?

Trust the media. They are doing their work. Isnt Google putting into place keyword-related ads to better suit your preference? Trust the authority, too. They approve all circulating ads, or at least those we often see. And most of all, trust the advertisers. We are mutually dependent; we need them for our TV shows, and they need our money votes.

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Overboard Fast Food and Obesity

Drive-up restaurants, milkshakes, fries, and time-honored burgers and dripping Coney Islands thats what makes the American cuisine since the 1950s. This has been Americas characteristic manner of preparing food Fast Food the epitome of the American life. Yet should tradition hinder improvement?

When it comes to health, the answer should be a big NO. When America is at risk of the fast food and obesity outbreak, the consumer should think twice before he takes a huge gulp of his sweet soda.

Fast food and obesity has been a major link that makes the American dinning experience and unfortunately American Health most noteworthy to world specialists. About 60M of the American population is considered obese. Australia only comes second in the fast food craze and obesity maze. Most significantly is that the impending danger of fast food and obesity concern has become a world phenomenon. The problem of obesity has crept quickly as fast as the spurt of fast foods all throughout the world. Though, we could not blame McDonaldization and Globalization.

What makes fast food so appealing not only to Americans is that its not just hot, tasty, and greasy; its also constant and convenient. The cheeseburger that you so loved since childhood have never changed a bit a constancy that is so hard to find in the constantly changing society. Additionally, the fast-paced lifestyle of the current generation only leaves fast food in the high-ladder for convenience. Preparing everything with minimum fuss has just become so valuable. And you can also add the joy of indulgence. But what about the cons?

Primary is over-indulgence. Not only is fast food expensive and isolating; it is also over-eating tolerant. Its true that it is sometimes a wonderful thing to be able to overcome your guilt to have yourself a treat, yet can you take the guilt of burdening your body with fast food and obesity?

The problem with fast food and obesity is that it has become socially acceptable, even encouraged. Some call it expression, even freedom, equality. You see commercials of all sorts urging you get the latest dessert. You go to the mall and theres a special line of plus sizes. It all seems purely natural but it doesnt mean its totally right. This isnt to say that fast food cant be consumed occasionally, and that fat people should be detested. The point is that these can be avoided, and that there are better choices.

Sure you can look at fast food as just a way of life; but also look at obesity as what it is a disease, and a serious one something you wouldnt want to indulge in.

Milos Pesic is an expert in the field of Weight Loss and Obesity and runs a highly popular and comprehensive Obesity web site. For more articles and resources on Obesity and Weight Loss related topics, symptoms and treatments visit his site at:

=>http://obesity.need-to-know.net/

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