Asian advertising<\/p>\n
The more than 1,000 advertising executives from Asia, Europe
\nand the United States gathered at the 19th Asian Advertising
\nCongress in Bali are predictably upbeat. The reason is obvious.
\nIndonesia, the world's fourth most populous country, is not only
\nlocated in the region with the world's most dynamic economies but
\nalso has had an annual growth rate of more than seven percent
\nover the past two decades.<\/p>\n
Advertising in Asia has been growing dramatically due to rapid
\neconomic expansion and the adoption of the market mechanism by
\nmost Asian countries. The unleashing of market forces sets off
\nfierce competition which in turn has made advertising a US$75
\nbillion industry in Asia.<\/p>\n
Advertising provides information about the goods and services
\noffered in the marketplace and allows consumers to make informed
\nchoices. Advertising can be considered an indispensable component
\nof a healthy economy. Ads promote sales which in turn fuel
\neconomic growth and thereby create jobs.<\/p>\n
However, as competition gets steadily fiercer, the industry
\nsometimes goes overboard, or, as President Soeharto said when he
\nopened the congress on Monday, is easily tempted to indulge in
\ndrawing public attention without considering cultural values and
\ntraditions.<\/p>\n
Environmentalists and religious leaders have also questioned
\nwhether advertising has outgrown its legitimate role in human
\naffairs. Ads are often accused of preying on the weakness of
\nconsumers, creating an insatiable hunger for material acquisition
\nby selling lifestyles, attitudes and fantasies.<\/p>\n
However, advertising is not the only catalyst promoting
\nconsumerism. National economic policies that favor consumption
\nover savings and the dramatic progress in telecommunications
\ntechnology also contribute to the trend.<\/p>\n
The power of ads to influence perception and attitude, and the
\npossible abuse of this power, has governments, environmentalists,
\nconsumer watchdog groups and religious leaders worried.<\/p>\n
In many countries, advertisers have attempted to minimize
\nexcesses by adopting codes of ethics. Several mass media have
\nvoluntarily refused to carry ads promoting unhealthy products
\nlike cigarettes and alcohol. Others have been forced to drop ads
\nby government regulations or strong pressure from social or
\nconsumer groups.<\/p>\n
However, the steadily increasing use of ads and keener
\ncompetition between most goods and services have increased the
\npressure on ad agencies to resort to unhealthy or unethical
\npractices to remain in business. Small or upstart ad agencies may
\nnot be strong enough to turn down unreasonable requests from
\ntheir clients.<\/p>\n
Here lies the point of President Soeharto's suggestion to the
\nAsian Federation of Advertising Associations that the ethical
\nfoundation of advertising be consolidated. The President wisely
\ndid not call for regulations. Heavy-handed rulings could bankrupt
\nthe mass media which depends on ads to maintain independence and
\nfreedom. The improvement and enforcement of ethics is the best
\nway to minimize the excesses without resorting to state
\ncensorship or curtailing the flow of information. Advertisers
\nindustry should foster self-discipline, otherwise the government
\nor public, through consumer organizations, will penalize the
\nindustry.<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/asian-advertising-1447893297",
"image": ""
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"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
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