TV ads urge impulsive consumption<\/p>\n
The Jakarta Post, Jakarta<\/p>\n
\"My son refused to go to school this morning because his father
\nforgot to buy his favorite snacks,\" complained Nita, a 29-year-
\nold mother.<\/p>\n
She said Naufal, her four-year-old son, saw a new biscuit
\nadvertised on television the night before. \"He always asks for
\nthe things he sees on TV.\"<\/p>\n
Estimating that her family spent about seven hours a day
\nwatching television, Nita admitted she was often influenced by
\nthe advertisements.<\/p>\n
\"Sometimes I switch to another brand or buy new products which
\nI don't really need because of the many TV ads,\" she said.<\/p>\n
Nita says she has noticed the frequency of advertising, both
\non television and in print, has increased during the past few
\nyears.<\/p>\n
Her observations are backed up by Nielsen Media Research's
\nlatest survey, which showed producers spent almost US$500 million
\non TV advertisements in last year's third quarter, up 49 percent
\nfor that period.<\/p>\n
The survey says several factors -- including the general
\nelections and the growing number of media -- contributed to the
\nincrease in expenditure.<\/p>\n
Expenses on TV advertising from October 2003 to September 2004
\nmade up 70 percent, or about $490 million of the total $700
\nmillion spent on advertising.<\/p>\n
Nielsen reported Indonesia and China were the two Asian
\ncountries experiencing the fastest growth in advertising
\nexpenditure last year.<\/p>\n
\"Television is the predominant medium for advertisers because
\nit is widely watched and can reach all market segments,\" said
\nIman B. Prasodjo, a sociologist with the University of Indonesia.<\/p>\n
An increase in advertisement expenditure did not necessarily
\nlead to an increase of consumption, but it did serve as a
\ntrigger, he said.<\/p>\n
\"The way TV accommodates advertisers' needs makes it a perfect
\nway for capitalists to manipulate consumers, especially the
\nuneducated, in times when their economic conditions are the
\ntoughest,\" Imam said.<\/p>\n
The 2005 market update by the Institute for Development of
\nEconomy and Finance (Indef) says household consumption dominated
\nthe nation's economic growth in 2004 and that consumer loans are
\nlikely to increase to finance this consumption.<\/p>\n
\"If people increase their expenses while their income stays
\nstagnant, they will end up having a pile of burdening debts,\"
\nIndef director Aviliani said.<\/p>\n
But for Nita, consumer loans offered by banks and finance
\ncompanies are the answer to her dreams.<\/p>\n
\"I just bought myself a cameraphone on credit,\" she said
\nhappily.<\/p>\n
The phone cost her about Rp 3 million (US$328). (003)<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/tv-ads-urge-impulsive-consumption-1447893297", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }