JEDDAH – Amid the controversy raised by the negative impact of television advertisements on women and teenagers, a recent study has showed that 79 percent of ads carry unreal information to mislead targeted audience, viewers and other potential consumers. Shakir Al-Zakari, who specializes in advertisements, conducted the study based on 15 television advertisements on household utensils, cleaning materials and medical appliances and found 79.02 percent of them contain wrong information while 60 percent of them targeted teenagers. Al-Zakari's revelation comes at a time when television ads reach its peak during the holy month of Ramadan when most companies in the Middle East try to market their products and services by launching an intense advertising campaign. Experts have criticized advertising companies for violating health regulations as they apply methods harmful to eyes and ears in their bid to achieve maxim impact and success. "Most of these advertisements try to promote unreal health benefits, especially those related to carbonated drinks," Al-Zakari said in comments published by Al-Watan Arabic daily. The ads on soft drinks give the impression to teenagers that such drinks would improve their health. Dr. Salim Al-Amri, an academic who specializes in advertisements, said the advertisement industry is based on representational and lyrical template, which can impress women and teenagers and encourage them to purchase products and services publicized through such ads. "Some producers exploit psychological and social dimensions and make use of popular film artists, especially for big promotional advertisements. The goal will be to market the product irrespective of its quality, content and value," Al-Amri was quoted by the newspaper as saying. He criticized the film stars for popularizing unrealistic products and services through social media applications without giving any value to their credibility. Amina Al-Rubaee, a researcher, has presented a study titled "Television ads and consumerism." She stated that advertisers set certain goals in their marketing campaigns, which encourage teenagers to repeat the words of advertisement and emulate its scenes." Companies believe that if they can influence teenagers they can achieve the targeted profits, she said while explaining the negative psychological impacts of advertisements on teenagers. Advertisers will be able to draft the message impressively by knowing the inclinations and motives of consumers, she said, adding that a successful advertiser would be able to create excitement among the targeted viewers and audience. A study on the motives of people will help plan an attractive advertisement and realize marketing objectives, she said. "Advertisements generally focus on specific symbols and link the use of products and services with specific needs of the consumer to reflect finally on his/her consumer behavior."
