Do advertisements hold sway over the public?

Do advertisements hold sway over the public?

JAKARTA (JP): It is almost impossible to escape, even for a
day, the resounding blitz of advertising messages. What do people
think of locally produced ads, and do they really influence their
purchasing choices?

Ida Karunia, a housewife: I spend most of my time at home with
my children. Sometimes, I watch TV while cooking or taking care
of my children.

I like ads which promote sales or discounts because this means
that I can buy what I need at a lower price.

But, there are also times when an ad makes me buy unnecessary
things, such as a microwave. I thought that microwaves could ease
my tasks. Instead, I've had to work hard to reduce my usual
expenses to cover the money I spent buying the microwave, which
was expensive for me.

I believe ads are not good for my children, especially those
for food or restaurants. Whenever I take my children shopping,
they keep demanding that I buy them the food, or take them to the
restaurants promoted on TV.

Memes, a pop singer: Locally produced ads still lack quality,
especially in ideas and creativity. They are too blunt and
predictable. They need to be more subtle, just like foreign ads.

The visual quality is also unsatisfactory. Maybe they are made
with a video camera instead of a film camera, which is designed
specifically for making of ads.

Some ads exploit women and children. I keep wondering why they
have to use children to sell their products, such as in a bank ad
in which a child talks like an adult. That is silly.

But, there are a few exceptions, such as the Coca-Cola and
Anak Indonesia ads. They are beautifully made. Although Coca Cola
is an international brand, its ad reflects the Indonesian
culture.

I admit it is difficult to avoid the temptation of ads in this
information era, but I personally only buy necessary things.

Guruh Soekarno Putra, a choreographer: Generally, locally
produced ads are good, although there are still some deficiencies
in technical matters, creativity and copywriting.

I also notice that some local ads have copied ideas from
foreign ads. But this is normal since other countries, especially
Western countries, are more advanced in the advertising industry.

We can still find some ads which are unethical. Therefore,
during the creative process, the ad makers should not forget the
norms and ethics prevailing in our society. But I believe that
local ads makers are only trying to attract consumers; there's no
other intention than that.

As an art lover, I love all kinds of advertisements, whether
highly sophisticated ads or just simple, traditional ones. They
all have their own characteristics.

Indra Kartiwa, a university student: For me, ads are merely
entertainment, part of TV programs, which are hard to avoid even
though I switch channels.

At first, ads were very annoying because they showed up in the
middle of interesting parts of a movie. But I just learned to
accept this, and now consider them to be entertainment.

I don't think it's incorrect to consider ads as entertainment
because advertising models are top figures, beautiful ones, and
ads display fine cars, beautiful scenery or grand houses.

Ads have not affected my spending habits up to now. I only
imagine buying those things presented by ads, but do not actually
jump out of my chair and do it.

I concede that there are ads which are beautifully made and
very creative, such as those produced by several cigarette
companies.

Indira Cestra, an advertising executive: Basically, local ads
are good. Indonesian creative directors are as good as their
foreign counterparts, and some are even better.

Local creative directors are accustomed to the local culture,
and they have produced several "distinctive" ads. They are able
to portray the local culture and reflect it in their ads.

I think consumerism cannot be avoided as people's purchasing
power increases. This is also the consequence of a better
economic situation.

The use of children and women in ads should not be considered
as exploitation since there is a kind of mutual relationship
between ads, agencies, advertisers and the talent. There are many
people who make a living as advertising models.

Rita W. Subarkah, marketing manager of a private bank in
Jakarta: Ads, both in print media and TV, have helped boost my
company's public image.

I always count on a good promotion. If people love an ad, they
spontaneously follow it.

At present, my company is preparing a campaign for a
children's savings account. Our advertising agency has come up
with an idea to have children performing in the ad. It's easier
to target children than adults.

I know it is a bit sneaky to target the ad to children so
their parents will listen to what they're asking for. But, that's
the way it is. Advertising has become a marketing strategy.

Ads do have significant impact on society. For instance,
children can learn how to brush their teeth, or love junk food,
from ads. But I explain to my three children that what they have
seen on TV is not always as pretty as it seems.

Zita Meirina, a journalist: With the proliferation of ads now,
parents must tighten control over the material watched by their
children.

Imagine, my five-year-old boy can sing a jingle from a condom
ad. I was shocked at first. But, that kind of impact cannot be
avoided. Children have lots of time to watch TV.

We cannot yell at little kids because they do not realize that
what they are doing is improper. It is our duty as parents to
guide them and instruct them with simple language.

Children are victims of ads. They are easily influenced by
ads.

But it's happening all over the world. We have to be wise and
anticipate the negative impact of ads by showing them the real
world, which is not a dreamland filled with the robots, toys,
candy and sugar of advertising. (10/edt/ste)