When it comes to communication with the mass public, television advertisements are the most persuasive and peculiar forms. These commercials have profoundly influenced habit of thought. With great certainty, it has become a vital model in the structure of public discourse. With commercial advertising, there has been a drift away from the use of prepositions, a universe of address from which words as "true" or "false" come from, since the 1950s. Prepositions were substituted with images that created an emotive appeal rather than challenging the truth-value to form the foundation of buyer's assessment (Postman, 2005). This has widened the gap between advertising and rationality. Claims that exist in advertisements are only those the viewer infers these advertisements. They are no longer characteristics of the products to be utilized, but of the consumer who finds utility in such products i.e. their psychological needs. This has resulted to a shift to market research deviating away from product research.
Televised commercials are used in today’s modern world as a method of presenting the political ideologies used in campaigns. When it comes to communicating ideas and selling the company’s products, advertisements are the largest outlets (Postman, 2005). It is an instant therapy focusing on unique axioms' psychological theory disdaining expositions, which are time consuming and invite argument. Commercials make use of vivid symbols and short and simple messages to portray image view intended in their lesson clearly. Televisions are presently centered medium of communication focusing on the current situation, ignoring the past. They move fragments of information and do not organize and collect them. Televisions do not limit access to information but widen the scope of information. This has helped in the fight against censorship, which was an issue in the nineteenth century, which was the case in books whenever they were an important part of communication.
Reference:
Postman, N. (2005). Amusing ourselves to death: Public discourse in the age of show business. New York, N.Y. [u.a.: Penguin Books
