Topic 1: Increasing travels between countries enable people to learn different cultures or to increase tension between people from different countries

Topic 49: Do the positive effects outweigh negative effects, when advertising gains in popularity?

It has always been difficult to assess the contribution of advertising. This issue is fraught with controversy, with concern being expressed over the harmful effects of advertising. Below are some arguments against this concern.

It is important to recognise that one of the key functions of advertising is to supply consumers with adequate and accurate information about all of the alternatives available to them. Every now and then, advertising is criticised on the ground that it can manipulate consumers to follow the will of the advertiser; however, evidence supports an opposing view that advertising merely promotes products that are most likely to satisfy consumers' wants. In simple terms, it is consumers rather than advertisers who decide what are advertised.

Advertising also plays a significant role in fostering full employment and facilitating economic well-being. By conveying marketing information constantly to the target audience, advertising speeds the consumers' acceptance of new goods and technologies. It guarantees the high turnover rate of the manufactured goods and therefore, sustainability of a business. It is also agreed that advertising is one of the main sponsors of a large number of other industries, for example, the entertainment industry — particularly sports, music, and theatrical events.

Unarguably, advertising is criticised every now and then for misleading the public. However, the rapid development of advertising itself has provided a solution to this problem, as the information delivered to the audiences has made them knowledgeable consumers. Under this circumstance, they can easily distinguish inferior products from quality products with their knowledge. The misleading effect of advertising will be counteracted over time.

To summarise, advertising suggests what consumers need and contributes partly to economic development. In this sense, advertising is of great value to people and the society. The general perception of advertising as a source of misleading information is in fact a bias.

1. 
   fraught with = full of = filled with = burdened with
   
2. 
   manipulate = manoeuvre = operate = influence = harness
   
3. 
   will = want = wish = desire
   
4. 
   foster = promote = further = advance = encourage
   
5. 
   inferior = substandard = low-grade