TV ads urge impulsive consumption
TV ads urge impulsive consumption
The Jakarta Post, Jakarta
"My son refused to go to school this morning because his father
forgot to buy his favorite snacks," complained Nita, a 29-year-
old mother.
She said Naufal, her four-year-old son, saw a new biscuit
advertised on television the night before. "He always asks for
the things he sees on TV."
Estimating that her family spent about seven hours a day
watching television, Nita admitted she was often influenced by
the advertisements.
"Sometimes I switch to another brand or buy new products which
I don't really need because of the many TV ads," she said.
Nita says she has noticed the frequency of advertising, both
on television and in print, has increased during the past few
years.
Her observations are backed up by Nielsen Media Research's
latest survey, which showed producers spent almost US$500 million
on TV advertisements in last year's third quarter, up 49 percent
for that period.
The survey says several factors -- including the general
elections and the growing number of media -- contributed to the
increase in expenditure.
Expenses on TV advertising from October 2003 to September 2004
made up 70 percent, or about $490 million of the total $700
million spent on advertising.
Nielsen reported Indonesia and China were the two Asian
countries experiencing the fastest growth in advertising
expenditure last year.
"Television is the predominant medium for advertisers because
it is widely watched and can reach all market segments," said
Iman B. Prasodjo, a sociologist with the University of Indonesia.
An increase in advertisement expenditure did not necessarily
lead to an increase of consumption, but it did serve as a
trigger, he said.
"The way TV accommodates advertisers' needs makes it a perfect
way for capitalists to manipulate consumers, especially the
uneducated, in times when their economic conditions are the
toughest," Imam said.
The 2005 market update by the Institute for Development of
Economy and Finance (Indef) says household consumption dominated
the nation's economic growth in 2004 and that consumer loans are
likely to increase to finance this consumption.
"If people increase their expenses while their income stays
stagnant, they will end up having a pile of burdening debts,"
Indef director Aviliani said.
But for Nita, consumer loans offered by banks and finance
companies are the answer to her dreams.
"I just bought myself a cameraphone on credit," she said
happily.
The phone cost her about Rp 3 million (US$328). (003)