Sir, – John Fanning is underselling its influence when he tells us that it is difficult to "evaluate the effects of advertising" ("The good, the bad and the scurrilous ads", Opinion & Analysis, May 21st).
Our mass media, including the internet, depend to a large extent on the revenue gained from ads. The mass communication medium, much of it made up of advertisements repeated all day every day, effectively determines what we buy and consume and has a large influence on our political attitudes.
Otherwise neither large corporations nor large political parties would spend millions on ads cultivating their media profile. Not all of this is bad since, as Mr Fanning says, it makes them focus their communication with the rest of us ordinary mortals.
But we should be aware that the advertising industry uses mass communication to promote self-indulgent consumption.
We should also remember that it was the subliminal but effective promotion of irresponsible risk-taking that bankrupt this country during the boom.
Mr Fanning classifies ads as “good, bad and scurrilous”. Despite what he says in his article, however, we have to admit that they are all effective. – Yours, etc,
A LEAVY,
Sutton,
Dublin 13.
Sir, – I enjoyed John Fanning’s article. Whatever about the situation here, the mantra in the US is “Go negative. Spend big. Win.” – Yours, etc,
MARY WELLS,
Drogheda,
Co Louth.