Advertisement has been playing a crucial role in the commercial realm since for a long time. Especially in last tweenty years, under the tide of internet technology, all of our people have almost witnessed the exponential growth in the amount of advertisements no matter on TV programs or online social platforms.

Thus, on the one hand, someone firmly believe that advertising industry has achieved a unprecedented success in persuading people to consume. But on the other hand, some ad-weary people take contrary view that huge amount of advertisements flood people’s lives , so that people have become numb to advertisements. Both of these two arguments possess a certain extent of truth.

First of all, it’s evident that advertisements can act as a strong persuasion method to seemingly hypnotize people into buying goods and services. This is due to some interesting tricks that advertisers use in these ads such as making people feel exclusive by emphasising the uniqueness of brand, using athropomorphism by making a non-human object more human, revealing only the upside of usage, taking advantage of the celebrity and applying compare and contrast strategies to show the effect of using the product and make it stand out. Even if people are not aware of it, these tricks will induce people to buy what the advertisers want them buy by influencing people’s subconscious.

Nevertheless, there is another point of view in which the widespread of advertisements makes people tired about them. After watching a dozen of advertisements people will recognise it as a mere evertday routine and cease to pay attention as the same as they did before. Futhermore, some people may even chose to turn off a television channel, for instance, just for avoiding repeated advertisements. Hence, in the end, these advertisements can not achieve their main goal, because their target consumers have been tired about them. A real life example can be seen from the comparison of the two Chinese video sites, Youku and Bilibili. Youku is video site with advertisements, but Bilibili dose not, so at last, all user who got tired of Youku ads flowed into Bilibili, even though Youku once was the biggest and most popular video site in China.

To sum up, advertisements can be successful in convincing people to purchase goods and services, or they can be unsuccessful in many ways. They are very commonly seen nowadays, but not all of them fulfill their purpose. Just like someone ever said, “we know half of all ads are useless, but sadly we don’t know which half”. Thus advertisements must be designed and presented properly to result in the highest effectiveness.

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