Advertising today is unavoidable, lighting up screens, billboards, and even social media feeds. These short bursts of persuasion, lasting between 30 seconds and 2 minutes, aim to do one thing: make us spend. In this essay, I will explore how businesses use persuasive techniques, the role of celebrity endorsements, and the negative influence some ads have on society through misrepresentation and selective storytelling.
One reason advertising has become so dominant is its reach. Whether we're watching a film or casually scrolling, ads interrupt our experience without invitation. OTT platforms like YouTube or Zee5 integrate them so strategically that escaping them means purchasing premium subscriptions, and even those come with limited-time offers. Websites flash posters or loop animations that clutter screens, making it nearly impossible to ignore what they’re selling.
Many businesses launch a variety of products, but for someone to buy them, visibility is key. If customers aren’t exposed to what the company sells best, they may never discover it. Advertising bridges that gap, offering flashy previews and polished promises. However, these previews often gloss over the flaws. Whether it's side effects, unsustainable production, or misleading claims, ads rarely mention what could go wrong. This selective storytelling means consumers don't get the full picture; they get the selling pitch, not the truth.
To grab attention quickly, companies often hire brand ambassadors, popular celebrities and athletes who bring charm, credibility, and fan followings. While some fans believe the endorsement is genuine, many stars admit they’re paid to perform a script and haven’t actually used the product. This performance blurs the lines between truth and persuasion. When my favourite celebrity promotes a product, I feel tempted to try it. But deep down, I know it’s just a pitch, not a recommendation built on personal experience. It feels less like a suggestion, more like a scam wrapped in glamour.
Worse still, some advertisements cross a line by pushing unrealistic standards. Commercials like ‘Fair & Lovely’ imply that lighter skin leads to success and confidence. Toothpaste ads such as “Colgate Visible White” connect whiter teeth with self-worth, while snack commercials may mislead, like one where a bride eats a Perk chocolate bar to feel emotionally "lighter." The irony? These products contain sweeteners and carbs that may affect one’s health in the opposite way. Repeated messaging like this fosters confusion, internal pressure, and a sense of inadequacy. Young people, especially, may begin to associate physical appearance with achievement, unconsciously absorbing these values.
This issue isn’t local, it’s global. Advertising has evolved to mirror movie trailers: visually sharp, emotionally tugging, and expertly timed. But while trailers aim to entertain, ads aim to manipulate. They don’t always empower; sometimes they diminish. Behind the visuals and jingles lies a subtle push toward conformity, telling us what beauty looks like, what success feels like, and what we should consume to achieve both.
What society needs now is balance. There was a time when people lived without constant promotional bombardment and embraced their natural selves more freely. To reclaim authenticity, we must push back against manipulative marketing. This starts with promoting media literacy, body acceptance, and ethical advertising practices, values that help us see beyond the pitch and recognise our worth, unbranded. Until then, staying informed and emotionally aware is our defence. Ads may try to shape who we are and what we believe we need, but we can choose to shape our minds for ourselves.
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