essay on impact of advertisement in our life

Essay On Advertisement

500 words essay on advertisement.

We all are living in the age of advertisements. When you step out, just take a quick look around and you will lay eyes upon at least one advertisement in whichever form. In today’s modern world of trade and business, advertisement plays an essential role. All traders, big and small, make use of it to advertise their goods and services. Through essay on advertisement, we will go through the advantages and ways of advertisements.

The Various Ways Of Advertisement

Advertisements help people become aware of any product or service through the use of commercial methods. This kind of publicity helps to endorse a specific interest of a person for product sale.

As the world is becoming more competitive now, everyone wants to be ahead in the competition. Thus, the advertisement also comes under the same category. Advertising is done in a lot of ways.

There is an employment column which lists down job vacancies that is beneficial for unemployed candidates. Similarly, matrimonial advertisement help people find a bride or groom for marriageable prospects.

Further, advertising also happens to find lost people, shops, plots, good and more. Through this, people get to know about a nearby shop is on sale or the availability of a new tutor or coaching centre.

Nowadays, advertisements have evolved from newspapers to the internet. Earlier there were advertisements in movie theatres, magazines, building walls. But now, we have the television and internet which advertises goods and services.

As a large section of society spends a lot of time on the internet, people are targeting their ads towards it. A single ad posting on the internet reaches to millions of people within a matter of few seconds. Thus, advertising in any form is effective.

Benefits of Advertisements

As advertisements are everywhere, for some magazines and newspapers, it is their main source of income generation. It not only benefit the producer but also the consumer. It is because producers get sales and consumer gets the right product.

Moreover, the models who act in the advertisements also earn a handsome amount of money . When we look at technology, we learn that advertising is critical for establishing contact between seller and buyer.

This medium helps the customers to learn about the existence and use of such goods which are ready to avail in the market. Moreover, advertisement manages to reach the nooks and corners of the world to target their potential customers.

Therefore, it benefits a lot of people. Through advertising, people also become aware of the price difference and quality in the market. This allows them to make good choices and not fall to scams.

Get the huge list of more than 500 Essay Topics and Ideas

Conclusion of Essay On Advertisement

All in all, advertisements are very useful but they can also be damaging. Thus, it is upon us to use them with sense and ensure they are entertaining and educative. None of us can escape advertisements as we are already at this age. But, what we can do is use our intelligence for weeding out the bad ones and benefitting from the right ones.

FAQ on Essay On Advertisement

Question 1: What is the importance of advertisement in our life?

Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them.

Question 2: What are the advantages of advertising?

Answer 2: The advantages of advertising are that firstly, it introduces a new product in the market. Thus, it helps in expanding the market. As a result, sales also increase. Consumers become aware of and receive better quality products.

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Essay on Effects of Advertisement

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Published: Mar 19, 2024

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Advertising Makes Us Unhappy

Nicole Torres

essay on impact of advertisement in our life

The more a country spends on ads, the less satisfied its citizens are.

The University of Warwick’s Andrew Oswald and his team compared survey data on the life satisfaction of more than 900,000 citizens of 27 European countries from 1980 to 2011 with data on annual advertising spending in those nations over the same period. The researchers found an inverse connection between the two. The higher a country’s ad spend was in one year, the less satisfied its citizens were a year or two later. Their conclusion: Advertising makes us unhappy.

Nicole Torres is a former senior editor at Harvard Business Review.

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How ads influence our everyday lives

Advertising significantly influences consumer behaviour and permeates all parts of our lives. however, are ads good for us, or are they bad.

Advertising has a bigger impact on daily life than many people think. Because the impacts of advertising are frequently subtle, many individuals do not even know when they are being sold things, or when their behaviour changes in response to adverts.

Advertising is such a potent psychological weapon that an entire field of study has been devoted to uncovering how advertising affects consumer behaviour, and this research is ongoing. Profitable companies are those that can influence people via advertising.

There are numerous types of ads. One such type is direct response ads, which are meant to prompt the viewer to take immediate action. Examples of common direct response advertising terms include – Out Now, Buy Now, Check Here, Try Now, Free Trail, etc.

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The element of an advertisement that urges urgent action is known as the call to action. The call to action is essential to any advertisement since it compels the audience to act. A call to action is only effective if the viewer of the commercial believes that taking action is in their best interest. This can be accomplished by employing persuasive language throughout the advertisement.

How advertising influences customer action

To a large extent, advertising's impact on people's lives is based on its ability to affect their attitudes and emotions. An effective advertisement not only piques the viewer's interest to the point that they want to buy the advertised goods, but also dispels any lingering qualms they may have about doing so.

The ultimate goal of reducing uncertainties is to reduce the prospect of the consumer experiencing buyer's remorse and returning the goods, writing a negative review, or just ceasing to patronise the firm that made it.

An ad might highlight a money-back promise or a free trial to allay buyers' concerns. By assuring the consumer that they will only spend a lot of money on the goods if they are entirely happy with it, the commercial addresses their concerns about making a purchase, especially if it is a substantial one.

Is advertising good or bad for us?

Sometimes ads can be harmful. However, it has the potential to yield enormous social benefits. When it comes to health-related topics like HIV/AIDS education, diabetes monitoring, the dangers of tobacco and alcohol use, and so on, advertising is a very efficient and potent tool for getting the word out. The world would be much more dangerous if it weren't for mainstream consumer multi-media campaigns warning us about public health and safety problems.

The price and relative worth of a product or service are also conveyed through advertising, which is an essential part of marketing. An advertisement can encourage viewers to take advantage of a limited-time special where they can avail a $400 gutter cleaning for only $299, or it may inform them that they can purchase designer goods for half the amount they would pay at other businesses.

Finally, we can say that advertising significantly influences consumer behaviour and permeates all parts of our lives. We use things influenced by advertising every day, from toothpaste to clothing. Marketing influences consumer purchasing decisions.

Frequently, we make decisions based on marketing trends, such as where to have coffee, what to buy for dinner, which phone or Snickers to get, etc. Advertising is ubiquitous. I cannot claim that it is negative because it has brought us several advantages. However, in order to avoid being brand-obsessed, individuals need to remain rational. Do not purchase something just due to advertising influence. Try to be logical and only buy items you need.

Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the opinions and views of The Business Standard.

While most comments will be posted if they are on-topic and not abusive, moderation decisions are subjective. Published comments are readers’ own views and The Business Standard does not endorse any of the readers’ comments.

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The Role of Advertising in Our Daily Life Research Paper

Introduction to advertisement.

From time immemorial the discussions in relation to advertising have been excessively barely apprehensive with advertising’s role in making publicity for separate and distinct goods and services in external ways. Several human beings maintain an opposing and in certain cases diametrically opposite analysis on advertising, reflecting the difference of opinion in the general public as a whole.

Advertising has given increase to unpleasant disapproval expressed by pointing out faults continually, from the time when it became conspicuous in position or importance in the public media, on the views that it has a pessimistic forceful consequence universally -for instance, that it inspires the general public to overestimate worldly-minded life possessions. Nevertheless, Advertising has been accused of producing desires, by manipulating psychological processes, using the promotion of the morally reprehensible ideas of something perfect or something that one hopes to attain.

Nonetheless, criticism of advertising has been around for as long as advertising itself, and without question will remain with us, extending from inactive, general malaise to sharper, more particular perceptual structure of approach. This constant discussion provides support to the widespread observation that advertising has some manipulation on severe matters in current social status.

If advertising is profoundly perceived, with attention as a whole, the ways in which messages are presented in advertising exerts intense effort into our most concerns, social and family relations, the sense of joy and satisfaction, influences on younger people living at the same time or of approximately the same age, the role of business in society, influence and personal liberty, and many others (MacRury 304). 1

Consequently, the widespread public view survey shows that a high percentage of individuals get pleasure from advertising as a form of artistic expression, and believe that advertising is a positive key player of the economy and mass media.

Meaning and definition of advertising

The term advertising was derived from the Latin word ‘adverto’, which means to turn around. Consequently, advertising signifies the means used in attracting awareness to any items or anticipated outcome that is intended in the marketing context. Advertising has been defined as an influential tool used in communicating messages focussed in the direction of exactly targeted consumers sequentially to convey the significance of a unique or specific product, services or content of cognition, significantly and convincingly with a vision of attaining certain goals, for example, setting up brand loyalty, development of the markets that are currently in existence and enhancement of the volume of sales (Kumar 2). 2

Analysis of the role of advertising in our lives

Advertisement has turned out to be such an essential component of society, thereby deceiving in nature of the dynamics that motivate the means or instrumentality for communicating information. Under the constant rapid and continuous delivery of linguistic communication of images, people tend to endure to a certain extent than dynamically consider in detail and subject to an analysis to discover essential features or meaning passively. Yet advertising has a massive impact. If a commercial drawback our general interest with a slogan or phrase that has become a catchword, there is the integration of the short speech into individual’s daily lives (Parsons 62) .3

The duty of advertising is to arouse feelings of demand and a link from mass production to mass consumption (Wernick 33) 4 . The market is governed by the creation of demand (Slater 26) 5 .

As Leiss points out, advertising redevelops the disposition in advance to react in a particular way, expectations, and concerns of its general public interested in a source of information or entertainment to suit their purposes, and form a new meaning (Leiss, Kline, and Jhally 200) 6 . Advertisements overstate realism and the aspects of everyday lives. Advertising arouses an urge that makes people purchase commodities that is really essential by creating false needs (Leiss, Kline, and Jhally 17). According to Leiss, Kline, and Jhally this leads eventually to general feelings of discontentment, which results in disuse or becoming out of date (Leiss, Kline, and Jhally 18)?

Influence of advertising on goods purchased

Advertising as an industry makes great use of suggestive practical methods or art applied to some particular task in order to influence an individual to buy a product.

However, the most important point is that advertising uses words and images in a way that is aimed to influence consumers’ behaviours and possibly even in changing their way of life.

How does advertising affect our perception of the world and where we fit into the world?

Perception, in advertising terms, means how commercially sponsored ads on radio or television stimulating information are assigned a meaning to, understood in a certain way and recalled. Customers tend to carry out or participate in ‘selective perception’- they are attracted by what they see. Occasionally, they also twist some messages to correspond with their worldview. Nonetheless, examining to test the suitability of messages which are disagreeable to the senses, mind, or feelings and non-relevant messages allows buyers the choice of ‘selective retention’. Since perception is influenced by the psychological feature that arouses an organism to action toward a desired goal, it is sufficiently valuable to justify the investment of time or interest in researching what precisely inspires and arouses customers. Imagine broadcasting a message that makes you less motivated, or worse, aroused the impatience or anger of the targeted market. While good advertising may enhance the sales of goods, bad advertising can reduce sales.

However, understanding how customers see themselves, their personality or self-concept, is important, as many goods and services are selected because they strengthen and support the buyer’s self-concept (Smith 84) 7 . For instance, advertising should manifest or bring back and not clash with the customer’s principled character.

Advertisers employed tactics in influencing consumers’ choice and perception

Advertisers usually embark on creating the want for produce (for a period of 100 years, mouth or body odour was not given priority by people).

Then they use methods, for instance, the promotion of recognition with the person in the advert so one will become conscious that they can find the solution to problems by using the product in the similar way it was modelled. Finally, they reinforce the buying pattern by rewarding customers for having made such a fine decision, in essence telling how progressive customers are and how much their lifestyle will be improved for having the intelligence of making a selection of their products (Williamson 128). 8

Advertisements always produce feelings and provide a source of happiness or other social or business relationship coupled to the commodity offered for sale that may encourage those using goods or services to pay for their products as an alternative to other products (Pratkanis & Aronson 200) 9.

How does advertising affect our consumer habits and our ideas about what represents “the good life,” or the “American Dream?

It’s only a few advertisements that people remember, but still, commercially sponsored ads on radio or television also have more effects. However, in case of unsuccessful sale of some specific commodities, then they sell the theory that increasing consumption of goods is economically beneficial by continuously repeating and commenting on the availability and existence of a product to find the solution to their life’s issues, hence consoling themselves and expecting an entire satisfaction if the products were bought.

Jansson-Boyd, Cathrine points out that in the process of yearnings of the human soul, those dealing with advertisement should foster needs by hitching their produce, within the capacity to form a satisfying and sustainable relationship with the natural world (170).

The peculiar form of exceptional interest in and admiration ideally suited to consumerism was created and is maintained by one major factor which is large-scale advertising. And in the end, to outline abundant nourishment and a sustainable state of connectedness between people, the artificial need is created by those from within who directly conflict.

Works Cited

Jansson-Boyd, Cathrine V. Consumer Psychology. Berkshire, England: McGraw-Hill International, 2010. Print.

Kumar, Nu. Advertising Management. New Delhi. Anmol Publications PVT. LTD. 2002. Print.

Leiss, William, Kline, Stephen, and Jhally, Sut. Social Communication in Advertising. London: Routledge. 1990. Print.

MacRury, Iain. Advertising. New York, NY: Routledge, 2009. Print.

Parsons. Les. Response Journals Revisited: Maximizing Learning Through Reading, Writing, Viewing, Discussing, and Thinking. Ontario, Canada: Pembroke Publishers Limited, 2001. Print.

Pratkanis, Anthony R. and Aronson, Elliot. Age of Propaganda: The Everyday Use and Abuse of Persuasion. San Francisco: W.H. Freeman, 2001. Print.

Slater, Don. Consumer Culture and Modernity . Oxford: Polity Press. 1997. Print.

Smith, Paul Russell. Great answers to tough marketing questions. London, UK: Kogan Page Publishers, 2003. Print.

Wernick, Andrew. Promotional Culture. Advertising, ideology and symbolic expression. London: sage. 1991. Print.

Williamson, Judith. Decoding Advertisements-Ideology and Meaning in Advertising. London: Marion Boyars. 1978. Print.

MacRury, Iain. Advertising. New York, NY: Routledge, 2009.
Kumar, Nu. Advertising Management. New Delhi. Anmol Publications PVT. LTD. 2002.
Parsons. Les. Response Journals Revisited: Maximizing Learning Through Reading, Writing, Viewing, Discussing, and Thinking. Ontario, Canada: Pembroke Publishers Limited, 2001.
Wernick, Andrew. Promotional Culture. Advertising, ideology and symbolic expression. London: sage. 1991.
Slater, Don. Consumer Culture and Modernity . Oxford: Polity Press. 1997.
Leiss, William, Kline, Stephen, and Jhally, Sut. Social Communication in Advertising. London: Routledge. 1990.
Smith, Paul Russell. Great answers to tough marketing questions. London, UK: Kogan Page Publishers, 2003.
Williamson, Judith. Decoding Advertisements-Ideology and Meaning in Advertising. London: Marion Boyars. 1978.
Pratkanis, Anthony R. and Aronson, Elliot. Age of Propaganda: The Everyday Use and Abuse of Persuasion. San Francisco: W.H. Freeman, 2001.
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IvyPanda. (2022, January 2). The Role of Advertising in Our Daily Life. https://ivypanda.com/essays/the-role-of-advertising-in-our-daily-life/

"The Role of Advertising in Our Daily Life." IvyPanda , 2 Jan. 2022, ivypanda.com/essays/the-role-of-advertising-in-our-daily-life/.

IvyPanda . (2022) 'The Role of Advertising in Our Daily Life'. 2 January.

IvyPanda . 2022. "The Role of Advertising in Our Daily Life." January 2, 2022. https://ivypanda.com/essays/the-role-of-advertising-in-our-daily-life/.

1. IvyPanda . "The Role of Advertising in Our Daily Life." January 2, 2022. https://ivypanda.com/essays/the-role-of-advertising-in-our-daily-life/.

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Chapter 11: Advertising Industry

61 The role of advertising in society

Advertising is the paid promotion that uses strategy and messaging about the benefits of a product or service to influence a target audience’s attitudes and/or behaviors. Between online, television, radio, and print platforms, the average American sees hundreds, even thousands of advertisements daily.

Although many consumers find them annoying, advertisements play a prominent role in shaping opinions about everything from products to politics. A Forbes article (2012) stated: “Advertising plays the same role in your media diet that vegetables play in your regular diet; most of us would prefer to skip that course and go straight to dessert. But, just like veggies, advertising plays an important role in sustaining a body; in this case, a diverse body of content” (para. 1). Advertising heavily supports many institutions, including news media outlets, the television industry, search engine companies, and social media websites. For example, advertising contributes up to 80 percent of revenue for newspapers and therefore is critical to maintaining the circulation of the press (Newspaper Association of America, 2014).

The advertising industry is also lucrative. According to eMarketer (2016), the United States spent approximately $190 billion on advertising in 2015. About a third of that figure went to television advertisements, and another third went to digital advertising. With its economic and cultural function in society, the advertising industry has an expansive reach.

Writing for Strategic Communication Industries Copyright © 2016 by Jasmine Roberts is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License , except where otherwise noted.

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Advertisements are becoming more and more common in everyday life Sample Essay

Updated On Dec 13, 2023

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IELTS Writing Prediction Questions for 2024

This article contains Advertisements are becoming more and more common in everyday life sample essays.

Given below is a real IELTS Writing Part 2 Essay question. We have provided sample essays as well as an essay outline so that you can practice writing your own!

Not sure how to approach IELTS Essay questions? Take a look at IELTS Writing Task 2 Preparation Tips and Tricks !

Learn how to write the perfect essay introduction with the guide below!

Read the sample essay for Advertisements are becoming more and more common in everyday life. Is this a positive or negative development?

IELTS Writing Task 2 Sample Essay

Advertising is gaining more popularity in the marketing of products or services. While advertisements are considered to be advantageous, they can have numerous negative influences.

It is unquestionable that there are several benefits of advertising. By dint o f the large-scale expansion of advertising in almost every kind of mass media and nearly all hoardings , this sector is likely to generate a diversity of employment opportunities . In other words, it provides occupations for artists, painters or copywriters in designing and preparing logos, contents or ideas for advertisements. Another advantage is that advertising may enable the messages involved in products and services to reach potential customers , followed by an increase in sales for businesses. Additionally, only thanks to advertisements, can customers be kept informed about newly-launched products . Therefore, they have more choices to make about their beloved products, contributing to the enhancement of their comforts and standard of living.

However, advertising could cause several disadvantages for customers. No sooner might companies or business exaggerate or even distort the facts related to their products for commercial purposes than the customers can experience feelings of confusion about these items, making them have troubles selecting the products to their taste. Furthermore, the facts show that the more advertising expenses increase, the higher the product price is. The reason can be that the selling price of the advertised items covers the high cost of advertisements . As a result, the advertised products can cost more than they should. Finally, when customers cannot resist the temptation of products which are advertised beyond customers’ expectations , there is every likelihood of them purchasing products which may be unnecessary. This trend could be seen as a waste of money.

In conclusion, based on the aforementioned explanations, individuals may gain both considerable benefits and drawbacks through the growing prevalence of advertisements.

Band 9 Sample Essay

Today, as is rightly said by many, is a world of marketing and endorsements. In the competitive world that we have today, advertisements and commercials are a must. This essay shall advocate the development and constructive impact of advertising.

Early-stage or mid-age startups, organizations and companies, the more we see, the more we observe the encompassing pervasion of businesses these days. One niche has typically umpteen business models. With the rising era of entrepreneurs, solopreneurs and digital nomads, the vigour and strife amongst businesses have only been exacerbated. Therefore, advertisements are of greatest essence keeping in view the current times, thereby, resulting in the increasing usage of various adver

tising channels, be it, pamphlets, hoardings, flyers, newspaper commercials, or the entire digital marketing rigmarole. The more the marketing, the more is the awareness.

Many people might not even be acknowledged to the new product line a company launches or a new product that paves its way in the market. In such a scenario, making them aware is the only perspective initially thought of. Moreover, making a new customer be a stalwart, remarketing branding and endorsing are what businesses primarily and obviously look for. During today’s time when options are many, in the pursuit of customers, a recognition of a brand evanescing is not uncalled for, reminding them of one’s existence, in such a case, is majorly solicited.

Some may argue that advertising tactics today have been misguiding, well, that’s not the case amongst those who are prudential and wakeful of the multiple sources available.

Conclusively, it could be stated that advertisement has been progressive development, and not only should it be treated as an option to ponder upon, but also considered as one of the key constituents of a business model and the relevant campaign.

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Essay on Importance of Advertisement

Students are often asked to write an essay on Importance of Advertisement in their schools and colleges. And if you’re also looking for the same, we have created 100-word, 250-word, and 500-word essays on the topic.

Let’s take a look…

100 Words Essay on Importance of Advertisement

Introduction.

Advertisements play a crucial role in today’s world. They are a bridge between producers and consumers, providing valuable information about products and services.

Role in Economy

Advertisements stimulate economic growth. They encourage competition, leading to better products and lower prices.

Consumer Awareness

Advertisements educate consumers, helping them make informed decisions. They provide details about product features, benefits, and prices.

Supporting Media

Advertisements fund many free-to-use platforms like newspapers and websites. Without ads, these services might not exist.

In conclusion, advertisements are essential for a thriving economy, informed consumers, and free media. They are an indispensable part of our daily lives.

250 Words Essay on Importance of Advertisement

Advertisements are an indispensable part of modern commerce and industry. They serve as the bridge between producers and consumers, acting as a powerful tool for businesses to promote their products and services.

Driving Economic Growth

Advertisements stimulate economic growth by increasing demand. They educate consumers about new products, triggering a desire to purchase. This demand prompts businesses to produce more, thereby boosting economic activity.

Facilitating Informed Decisions

Advertisements provide valuable information that helps consumers make informed decisions. They contain details about product features, prices, and comparisons, empowering consumers to choose what best suits their needs and budget.

Enhancing Brand Image

Advertisements play a crucial role in building and reinforcing a brand’s image. They help businesses communicate their values and mission, shaping public perception and fostering customer loyalty.

Supporting Media and Entertainment

Advertisements fund many forms of media and entertainment. They provide revenue for television, radio, print, and digital platforms, enabling them to deliver content to audiences at low or no cost.

In conclusion, the importance of advertisement is multi-faceted. It drives economic growth, enables informed consumer decisions, enhances brand image, and supports media and entertainment. In an increasingly competitive market, the role of advertisement is likely to become more significant, making it a critical field of study and understanding for future business leaders.

500 Words Essay on Importance of Advertisement

Introduction to advertisement.

Advertising is an essential component of modern trade and business, making it a crucial part of our economic system. It is a powerful tool used by businesses to inform, persuade, and remind consumers about their products or services. In essence, advertising is a communication bridge between the producer and the consumer.

Advertising plays a pivotal role in stimulating economic growth. By promoting a product or service, it creates awareness among consumers, thereby generating demand. This increased demand leads to higher production levels, contributing to economies of scale and fostering economic development. Moreover, advertising is a significant source of revenue for numerous sectors such as media, design, and marketing, indirectly supporting economic growth.

Creating Informed Consumers

Advertisements are not just promotional tools but also informative platforms. They educate consumers about various products, their uses, prices, and availability. This information allows consumers to make informed decisions, compare different products, and choose the one that best suits their needs. In this way, advertising enhances consumer welfare and ensures market transparency.

Enhancing Brand Image and Value

Advertising is instrumental in building a brand’s image and value. By conveying the brand’s message, values, and vision through creative and compelling advertisements, businesses can establish a strong brand identity. This identity helps differentiate the brand from its competitors, creating a unique position in the market. Furthermore, effective advertising can lead to brand loyalty, ensuring long-term profitability for businesses.

Facilitating Market Competition

Advertising fosters healthy competition in the market. It offers a platform for businesses to showcase their unique selling propositions, encouraging innovation and improvement in product quality. This competition benefits consumers as they get access to better products and services at competitive prices.

Challenges and Ethical Considerations

While advertising has numerous benefits, it also poses some challenges and ethical considerations. Misleading advertisements can distort consumers’ perceptions and lead to uninformed decisions. Therefore, it is crucial for businesses to maintain truthfulness and transparency in their advertising practices. Regulatory bodies and ethical guidelines are put in place to ensure this.

In conclusion, advertising plays a vital role in today’s economic structure. It drives economic growth, creates informed consumers, enhances brand value, and facilitates market competition. However, it is important to consider the ethical implications of advertising practices to ensure consumer protection. As future business leaders, college students must understand the importance of advertising and its impact on society, economics, and consumer behavior. The power of advertising, when harnessed correctly, can lead to business success and societal benefits.

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Essay on Advertising- Meaning, Importance & Benefits

Advertising is everything in today’s life. It follows us from our mobile phones to display advertising on busy streets. It’s literally everywhere. It’s meant to advertise the product, bring customers and maximize the product value. The following Essay on advertising discusses the meaning, purpose and importance of Advertising along with benefits and disadvantages of advertising in our life. It’s quite helpful for children and students.

Essay on Advertising | Meaning, Purpose, Importance Benefits of Advertising

Advertising has become an integral part of our lives. It is hard to imagine going about our daily lives without encountering some form of advertising. It is everywhere – on television, on billboards, in magazines, and even on the Internet. But what exactly is advertising? And what is its history?

Advertising can be defined as a form of communication that typically attempts to persuade potential customers to purchase or to consume a particular product or service. Advertising can take many different forms, including print ads, television commercials, and Internet ads.

Advertising has been around for centuries. The first known advertisement appeared in the Bible. It was a message from King Hezekiah encouraging the people of Jerusalem to rebuild the city walls. This message was written on a piece of pottery and then placed in a public area for all to see.

The first form of advertising that we would today recognize as such appeared in the 17th century, with the advent of newspapers. The first newspaper ad appeared in London in 1652 and advertised a lost gold watch. Since then, advertising has grown exponentially, with billions of dollars being spent on advertising each year.

Today, advertising is more pervasive than ever before. We are bombarded with ads from the moment we wake up to the time we go to bed. They are inescapable and omnipresent. And while some people may find them annoying, there is no denying that advertising is an important part of our economy. Advertising is a necessary evil. It is annoying, and it can be intrusive, but it is also necessary for businesses to promote their products and services. And as consumers, we need to be aware of the advertising messages that are being communicated to us so that we can make informed decisions about the products we buy.

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Impacts of Advertising in Life

Advertising has a huge impact on our lives. It can affect not only what we buy, but also how we think and behave. Advertising can influence the way we dress and the way we eat. It can also affect the way we view ourselves and the world around us. In some cases, advertising can even be dangerous, as it can promote products that are harmful to our health or that are not actually effective.

That being said, advertising is also a necessary evil. It is necessary for businesses to promote their products and services, and it can be used to raise awareness about important issues. Advertising can also be used for good, such as when it is used to promote products that are beneficial to our health or the environment.

So, while advertising can be a nuisance, it is also an important part of our lives. We need to be aware of the messages that ads are communicating to us, and we need to make sure that we are making informed decisions about the products we buy. Otherwise, we risk being manipulated by the ads that we see every day.

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Therefore, it can be rightly said that advertising in any form has become an integral part of our lives. It is something we cannot do without. Even though it can be annoying and intrusive at times, it plays an important role in our economy and in our ability to make informed decisions about the products we buy.

This is a preview of the whole essay

A second way that advertising affects consumers is by encroaching on all areas. One example of this is paintings on the bus, bus stop, train station etc. Advertisement is also very important in the clothing industry. The more a clothing company is advertised, the more people will want to buy their clothes. Because of this, companies raise their prices on their clothing. They know that consumers will still buy their clothes because they want to have a certain image. Popular stores such as Just Jeans and Farmers sell their clothing at much higher prices than other less popular stores such as K-Mart. They are able to do this because teens want to wear what is popular, and they often don’t care about what it costs to be popular. A consumer could go to a less popular store and buy a generic brand t-shirt and pay about $15.00 less than a t-shirt that they could buy at a department store that has a popular name or logo on it. Teens are into a materialistic image. They want whatever they see advertised on television, in magazines or by famous people. There is no way to escape advertising, it is seen everywhere.

A third way that advertising plays a role in our daily lives is in body issues. Beauty is in the eye of the beholder. In the eyes of society, women like Pamela Anderson, Tyra Banks and Carmen Electra are the epitome of perfection. What girl would not want to look like them? Unfortunately, a number of girls want to be just like them. Every year, millions of people are hurting themselves trying to be carbon copies of these sex symbols. The media presents society with unrealistic body types promoting people, especially women, to look like them. Through TV shows, commercials, magazines or any form of advertising, the media enforces a certain body type which women emulate. The so-called perfect body type causes many negative effects on women around the world all because of wanting body like Paula Abdul. Women who focus on unrealistic body images tend to have lower self-esteem and are more likely to fall prey to eating disorders. The media has a dangerous influence on women's health around the world.

The role of advertising in our society is to change people’s opinions and to sell ideas and products to consumers to make money. Advertising affects us personally in our everyday lives and in choices that we make. The advertising and marketing industries strategically place their ads in certain places to try to get more consumers to buy their product. The advertising and marketing industry have a great impact on both the decisions made by consumers and by the choices that are available for the consumers to make.

How does advertising affect us in our daily lives?

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Subject Media Studies

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Introduction

Advertising is an essential element of any business's marketing strategy. It is a means of promoting products and services and creating awareness among consumers. However, advertising not only informs and influences consumers but also affects their behaviour. Understanding the impact of advertising on consumer behaviour is crucial to ensure effective advertising efforts. In this article, we will discuss the significance of comprehending the influence of ads on consumers.

The impact of advertising on consumer behaviour

Advertising influences consumers' purchasing decisions: Advertising plays a significant role in shaping consumers' buying behaviour. Ads are designed to create a sense of urgency, need, or desire in the minds of consumers, which can persuade them to buy a product or service.
Advertising affects consumers' perception of a brand: Advertising can impact how consumers perceive a brand. A well-crafted ad campaign can create a positive brand image in the minds of customers, while a poorly executed campaign can tarnish a brand's image.
Advertising creates brand loyalty: Consistent advertising efforts can create brand loyalty among consumers. When a consumer repeatedly sees an ad for a particular brand, they develop trust in the brand and are more likely to remain loyal to it.
Advertising shapes consumers' preferences and attitudes: Advertising can shape consumers' attitudes towards a particular product, service or brand. It can influence how they perceive a brand's value, quality, and benefits, influencing their preferences.

It is crucial for businesses to understand the impact of advertising on consumer behaviour to use it effectively to promote their products and services. Proper analysis of advertising campaigns can help businesses develop a better understanding of their target audience and how they respond to advertising efforts, allowing them to refine their advertising strategies.

The Science of Advertising

Advertising is the art of persuading people to buy a product or service. But how do advertisers get into the minds of consumers to convince them to make a purchase? This is where the science of advertising comes in.

The Role of Consumer Psychology in Advertising

Consumer psychology plays a crucial role in advertising. Advertisers need to understand what motivates consumers to make a purchase, and what factors influence their decision-making process.

Some of the factors that advertisers need to consider include:

The consumer's needs and desires
The consumer's values and beliefs
The consumer's social and cultural background

By understanding these factors, advertisers can create ads that are more effective in persuading consumers to make a purchase.

How Ads Manipulate and Persuade

Ads use a variety of techniques to manipulate and persuade consumers. These techniques include emotional appeals, social cues, and cognitive biases.

Emotional appeals are one of the most effective ways to persuade consumers. Ads that use emotional appeals tap into the consumer's emotions, triggering feelings of happiness, fear, or sadness. This can lead the consumer to make a purchase based on their emotional response, rather than a rational decision.

Social cues are another way that ads manipulate consumers. Ads may feature social cues, such as celebrities or popular products, to make the consumer feel like they are part of a group. This can create a sense of belonging, making the consumer more likely to make a purchase.

Cognitive biases are another technique used by advertisers. Cognitive biases are mental shortcuts that our brains take when we make decisions. Ads may use cognitive biases to influence the consumer's decision-making process, such as by framing the product in a positive light, using scarcity to create a sense of urgency, or offering a discount.

Overall, the science of advertising is a complex field that requires a deep understanding of human psychology. By using techniques such as emotional appeals, social cues, and cognitive biases, advertisers can create ads that are more effective in persuading consumers to make a purchase.

Impact on Purchasing Habits

Advertising can have a significant effect on consumer behavior, influencing their purchasing habits, creating desire, and guiding decision-making processes. Here’s how:

Creating Desire

Advertisements create a sense of desire among consumers by showcasing the benefits and features of a particular product or service. They use persuasive language, appealing visuals, and emotional appeals to stimulate the consumer's senses and make them crave the product. For example, the famous Coca-Cola Christmas ads create a sense of warmth and togetherness that makes people want to share a bottle of Coke with their loved ones during the festive season.

Influencing Preferences

Advertising plays a significant role in shaping consumer preferences. Brand positioning, brand image, and brand recognition are all achieved through advertising. Consumers are likely to choose brands that resonate with them and match their values. Advertising helps to create and reinforce brand image, making a lasting impression on consumer's minds. For example, Apple's "Think Different" campaign positioned the company as an innovative, cutting-edge brand that resonates with people who value creativity and originality.

Guiding Decision-Making Processes

Advertisements guide the consumer decision-making process by providing information about the product or service, offering comparisons with competitors, and highlighting the unique selling points. Consumers often turn to ads to learn about new products or to compare prices, features, and benefits. For example, online display ads for hotels that promote amenities like free breakfast, free Wi-Fi, and pet-friendly policies can influence consumers' decisions when booking their accommodation.

Examples and Statistics

Research has shown that advertising has a positive impact on sales, with brands spending around $180 billion globally on advertising in 2020 alone. (Source: Statista)
A study found that 70% of consumers are more likely to purchase from a brand that they follow on social media. (Source: Forbes)
Advertising has been found to influence children's snack preferences, with those exposed to food ads more likely to choose unhealthy snacks. (Source: Pediatrics Journal)

Overall, advertising plays a crucial role in influencing consumer behavior and guiding their purchasing habits. By creating desire, influencing preferences, and guiding decision-making processes, ads can have a significant impact on sales and brand success.

Brand Perception

Brand perception is the way consumers view and interpret a brand. It is shaped by various factors such as advertising, product quality, customer service, and social media presence. Advertising plays a vital role in shaping consumer perceptions of brands by creating certain associations, establishing credibility, and cultivating loyalty.

Associations

Advertisements create associations between a brand and certain aspects such as quality, reliability, and value. For example, ad campaigns that emphasize a brand's affordability and value can create the association of the brand being budget-friendly. Similarly, ads that showcase a brand's commitment to quality can build an association of trust and reliability.

Credibility

Ads can also establish a brand's credibility. By highlighting a brand's unique features, awards, and customer testimonials, ads create a perception of expertise and authenticity. For instance, an ad campaign that touts a brand's innovative technology can establish its credibility as a cutting-edge industry leader.

Finally, advertisements can cultivate loyalty among consumers by creating an emotional connection with the brand. Ads that showcase a brand's values, such as sustainability or social responsibility, can appeal to consumers who share those same values. Moreover, ad campaigns that build a brand persona are likely to create a loyal fan base that feels a personal connection with the brand.

Overall, advertising plays a crucial role in shaping consumer perceptions of brands. It can create positive associations, establish credibility, and cultivate loyalty. For instance, a study found that after viewing a brand's ads, consumers were 70% more likely to purchase the brand's products or services. Therefore, it is essential for brands to invest in effective advertising campaigns that help shape the desired consumer perception.

The Future of Advertising

In today's digital age, advertising has become an essential component of businesses. With the advancements in technology and changing consumer preferences, advertising is evolving at a rapid pace, challenging businesses to keep up with the latest trends and adapt to new strategies.

Advancements in Technology

The integration of artificial intelligence, machine learning, and data analytics has transformed the advertising industry. Brands are now using data to develop more targeted marketing campaigns and personalized communication with their customers. Emerging technologies such as augmented reality, virtual reality, and voice-activated assistants are also changing the way advertisements are being delivered to consumers.

Changing Consumer Preferences

As the power of information has shifted from the advertisers to the consumers, they are becoming more conscious of the advertising messages they receive. Brands are now focusing on creating authentic and engaging content to build lasting connections with their customers. Social media and influencers are playing a vital role in shaping consumer preferences, where customers are looking for authenticity, transparency, and personalized experiences.

Ethical Considerations and Potential Implications

With the increasing reliance on technology and data, there are ethical concerns surrounding data privacy and security. Consumers are now more aware of how their data is being used and expecting businesses to handle it responsibly. Additionally, the rise of deep fake technology, which can create realistic but false content, raises questions about the authenticity of advertisements and the potential implications it can have on society.

Advancements in technology are changing the way advertisements are delivered.
Changing consumer preferences require brands to create engaging and authentic content.
Ethical considerations around data privacy and deep fake technology demand responsible advertising practices.

As businesses navigate the ever-changing landscape of advertising, understanding these trends and their implications is crucial to stay ahead of the game in the future of advertising.

Advertising has a significant impact on consumer behaviour, as it influences their decision-making processes and purchasing choices. In this article, we have highlighted some of the key points that demonstrate the influence of ads on consumer behaviour. We have seen how ads can create brand awareness, shape attitudes, and affect people's emotions towards a product or service. We have also discussed the role of advertising in influencing consumer preferences and driving sales.

It is important for consumers to become more aware of the influence of advertising and make informed decisions. By being more critical of the messages conveyed in ads, consumers can avoid falling prey to marketing strategies that are designed to manipulate their behaviour.

Key Takeaways:

Advertising plays a crucial role in shaping consumer behaviour.
Ads create brand awareness and influence consumer attitudes and emotions.
Advertising drives sales and can affect consumer preferences.

As consumers, it is important to be mindful of the impact that advertising has on our behaviour. By questioning the messages conveyed in ads and making informed decisions, we can avoid being influenced by marketing strategies that are designed to manipulate our choices.

Take action now: Become more aware of the influence of ads by critically evaluating the messages conveyed in marketing campaigns. Research the product or service before making a purchase decision and seek out recommendations from trusted sources.

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Unfolding Concepts.

Impact of Advertisements on the Younger Generation

Advertisements have become a part of the daily life of the youngsters and they have gotten used to being bombarded with several advertisements during the course of their day.

AUTHOR : SREEJITA KARMAKAR

Introduction

Advertising is a means of marketing communication with the users of a product or service, or the general public in order to promote or sell a product, service, or idea. Sponsors of advertising are generally businesses wishing to promote their products or services. In advertising, the advertiser pays for and has control over the message. Advertising is distributed and communicated through various mass media. Including traditional media like newspapers, flyers, magazines, television, radio, and news media. Such as search results, blogs, social media, text messages, or websites. Commercial ads seek to induce increased consumption of their products or services through “branding”. Which associates a product name or image with certain qualities in the minds of the consumers.

Advertisements and the Youth

The advertisement industry has a massive impact on the younger generation. In the modern world, with the widespread impact of social media among the youth, advertisements are at an all-time high reaching equally high to the audience. Advertisements have become a part of the daily life of the youngsters and they have gotten used to being bombarded with several advertisements during the course of their day.

Advertisements have become so common for them that they do not even realize that they are viewing or hearing them. They certainly have a persuasive influence on the youth. In the ever-expanding world of consumerism and advertising, companies are always looking for multiple new ways to sell their products to the youngsters by making their commercials and campaigns more memorable, which would leave an impact on their minds.

The younger generation has become the prime target of the advertisers. Because they have more spending power than ever before, as well as having increased avenues at their disposal. Therefore companies spend tremendous amounts of money to rope in popular film stars, sportspersons, musicians, etc. to endorse their products. These famous people are usually in such an influential position that their fans follow their lifestyles and their famous personas leave impressions on the lives of their fans too. Especially the younger ones – who mostly follow the footsteps of their idols from deciding what to wear to choosing what to eat and drink.

Advertisement using Famous Personality

These advertisements using famous people not only help to ensure popularity but also early brand loyalty. In the last decade, many superbrands have looked towards new and outrageous ways to lure young audiences. Through appealing campaigns as these youngsters are cognitively and psychologically quite defenceless against advertisements. These prove that advertisements represent ‘big business’ and have a significant role in the lives of young people. Who need to be educated about the effects of advertising, that is, media literacy. This will prove effective in mitigating the harmful effects of advertisements on youngsters.

These days, Cristiano Ronaldo – the renowned Portuguese footballer and health fanatic is being talked about because he removed two Coca-Cola bottles during a press conference at the European Championship. He held up a bottle of water before declaring in Portuguese: “Agua!”, thereby encouraging people to choose that instead. This caused a $4bn fall in the share price of the drinks company. Coca-cola, which is one of the official sponsors of Euro 2020, saw the drop of its company’s share price from $56.10 to $55.22 almost immediately after Ronaldo’s gesture, a 1.6% dip. The market value of Coca-Cola went from $242bn to $238bn. This responsible gesture from an impactful man like Cristiano Ronaldo is truly commendable. It shows he knows his influence on the lives of his fans and he cares about them.

Although advertisements can be informative and help one make an informed choice, they may have certain effects on the youth and go as far as influencing their decisions, lifestyle, and personality, in some cases. Advertisements can have both positive and negative effects on the minds of the younger generation.

Positive Effects of Advertisements

⦁ They can be a source of information as certain advertisements, especially public service announcements present innovations and technological milestones. Which can offer knowledge and a good learning opportunity to the youth, besides educating them about new products on the market.

⦁ Healthy food choices advertised the right way can influence the youngsters to opt for a more balanced diet.

⦁ Advertisements can also have motivating content that can encourage children and youngsters to choose a profession or chase a specific dream. They can help develop a passion for the same and make the youth work towards making it true.

⦁ Certain advertisements about hygiene or cleanliness can inculcate good habits in youngsters.

⦁ Advertisements that present other youngsters of a similar age engaging in activities like helping out with household chores and saving can persuade kids to do the same.

Negative Impacts of Advertisements

⦁ As advertisements can be persuasive, youngsters may want to purchase a product because ads are generally aimed at the youth. A stubborn youngster might demand products shown in advertisements.

⦁ The portrayal of stunts in advertisements can be very dangerous. Although they do come with statutory warnings, they may be ignored at times and the kids may attempt the stunts.

⦁ A large portion of food or drinks advertised are junk food and can be very visually appealing. These can have an impact on the eating habits of the youth and promote an unhealthy lifestyle.

⦁ The sexual objectification of people in certain advertisements is a cause for concern. As the youth grow up to think this is the norm.

⦁ The visual portrayal of some inappropriate acts such as lying or cheating can make someone vulnerable believe such types of behaviours are acceptable.

There can be some tips given to stop the negative influences of advertisements from spreading among the youth. Like cutting down the screen time or trying to download television programs to avoid watching advertisements and more. But in a world full of innovative advertisements, it is very hard to ignore all of them. Advertisements appear almost everywhere, from newspapers to billboards, from television to luggage tags. The best way to eliminate the negativity surrounding advertisements is by educating the youth. Regarding the finer concepts of the marketing world.

Bibliography

https://parenting.firstcry.com/articles/effects-of-advertising-on-children/

https://www.theguardian.com/football/2021/jun/16/cristiano-ronaldo-snubs-coca-cola-billions-wiped-off-drink-giants-market-value

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Essay on the impact of advertisement on society |essay.

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Essay on the Impact of Advertisement on Society!

The advertising has deep impact into the minds of the viewers especially among the children. Hence the ad makers must be aware of the social consequences of the ads.

For example, some advertisements like Mountain Dew show daring stunt actions where the statutory warning is either not written or written in very small illegible fonts. The kids getting motivated by seeing this ad may rehearse then same action with dire consequences. Some other ads unnecessarily use female models and sexually explicit scenes like Euro briefs or Aristocrat apple juice ads, which create unhealthy impression among the minors.

Some advertisements show precocious children advising their parents on various issues. Consider Chabaaza ad where a little boy peers into the tonsil and epiglottis of a man until he (the child) is so pleased with what he finds that he suggests that the man give his Chabaaza to his father too. Just visualising this scene in your home; doesn’t it seem irritating to you? Or consider Fair & Lovely cream ad produced by Lowe, where the parents are worried about their dark skinned girl and express their frustration of having a son to take care of them.

The girl eventually gains fair complexion by using the cream and becomes professionally successful. Don’t you think this ad so rudely used the agony of dark complexion and gender biases? Hence, the ad agencies must be more careful and conscious of the ads they make. We can discuss two more such examples, the first of which had to be withdrawn and in second case, ASCI directed to modify the ad.

Surf Kidstains Challenge:

This ad created by Lowe showed a child throwing ketchup on another’s shirt and asking “tumhare ghar mein Surf hain?” (Do you have Surf at your home?) The major argument against this ad was that deliberately soiling someone else’s dresses with a coloured food is a form of insulting and embarrassing, which could give rise to quarrels and fights among children

Super Nirma detergent cake:

This ad created by Purnima Advertising depicted a child washing stains on his shirt and having succeeded in doing that, he kissed the detergent cake in appreciation and joy. But domg so the wet detergent cake can leave a residue on the lips, which could possibly enter the mouth. This practice could have a dangerous and fatal outcome, as the detergents are skin irritants with toxicity potent.

Impact of Islam on Indian Society
Essay on the Impact of Islam on Indian Society (1548 Words)

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12 May 2024

Is the Internet bad for you? Huge study reveals surprise effect on well-being

Carissa Wong

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A woman and a man sit in bed in a dark bedroom, distracted by a laptop computer and a smartphone respectively.

People who had access to the Internet scored higher on measures of life satisfaction in a global survey. Credit: Ute Grabowsky/Photothek via Getty

A global, 16-year study 1 of 2.4 million people has found that Internet use might boost measures of well-being, such as life satisfaction and sense of purpose — challenging the commonly held idea that Internet use has negative effects on people’s welfare.

US TikTok ban: how the looming restriction is affecting scientists on the app

“It’s an important piece of the puzzle on digital-media use and mental health,” says psychologist Markus Appel at the University of Würzburg in Germany. “If social media and Internet and mobile-phone use is really such a devastating force in our society, we should see it on this bird’s-eye view [study] — but we don’t.” Such concerns are typically related to behaviours linked to social-media use, such as cyberbullying, social-media addiction and body-image issues. But the best studies have so far shown small negative effects, if any 2 , 3 , of Internet use on well-being, says Appel.

The authors of the latest study, published on 13 May in Technology, Mind and Behaviour , sought to capture a more global picture of the Internet’s effects than did previous research. “While the Internet is global, the study of it is not,” said Andrew Przybylski, a researcher at the University of Oxford, UK, who studies how technology affects well-being, in a press briefing on 9 May. “More than 90% of data sets come from a handful of English-speaking countries” that are mostly in the global north, he said. Previous studies have also focused on young people, he added.

To address this research gap, Pryzbylski and his colleagues analysed data on how Internet access was related to eight measures of well-being from the Gallup World Poll , conducted by analytics company Gallup, based in Washington DC. The data were collected annually from 2006 to 2021 from 1,000 people, aged 15 and above, in 168 countries, through phone or in-person interviews. The researchers controlled for factors that might affect Internet use and welfare, including income level, employment status, education level and health problems.

Like a walk in nature

The team found that, on average, people who had access to the Internet scored 8% higher on measures of life satisfaction, positive experiences and contentment with their social life, compared with people who lacked web access. Online activities can help people to learn new things and make friends, and this could contribute to the beneficial effects, suggests Appel.

The positive effect is similar to the well-being benefit associated with taking a walk in nature, says Przybylski.

However, women aged 15–24 who reported having used the Internet in the past week were, on average, less happy with the place they live, compared with people who didn’t use the web. This could be because people who do not feel welcome in their community spend more time online, said Przybylski. Further studies are needed to determine whether links between Internet use and well-being are causal or merely associations, he added.

The study comes at a time of discussion around the regulation of Internet and social-media use , especially among young people. “The study cannot contribute to the recent debate on whether or not social-media use is harmful, or whether or not smartphones should be banned at schools,” because the study was not designed to answer these questions, says Tobias Dienlin, who studies how social media affects well-being at the University of Vienna. “Different channels and uses of the Internet have vastly different effects on well-being outcomes,” he says.

doi: https://doi.org/10.1038/d41586-024-01410-z

Vuorre, M. & Przybylski, A. K. Technol. Mind Behav . https://doi.org/10.1037/tmb0000127 (2024).

Article Google Scholar

Heffer, T. et al. Clin. Psychol. Sci. 7 , 462–470 (2018).

Coyne, S. M., Rogers, A. A., Zurcher, J. D., Stockdale, L. & Booth, M. Comput. Hum. Behav . 104 , 106160 (2020).

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Jesper Bo Nielsen 1

BMC Geriatrics volume 24 , Article number: 421 ( 2024 ) Cite this article

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Sarcopenia and sarcopenic obesity (SO) are age-related syndromes that may compromise physical and mental health among older adults. The Nordic countries differ from other regions on prevalence of disease, life-style behavior, and life expectancy, which may impact prevalence of sarcopenia and SO. Therefore, the aim of this study is to review the available evidence and gaps within this field in the Nordic countries.

PubMed, Embase, and Web of science (WOS) were searched up to February 2023. In addition, grey literature and reference lists of included studies were searched. Two independent researcher assessed papers and extracted data.

Thirty-three studies out of 6,363 searched studies were included in this scoping review. Overall prevalence of sarcopenia varied from 0.9 to 58.5%. A wide prevalence range was still present for community-dwelling older adults when definition criteria and setting were considered. The prevalence of SO ranged from 4 to 11%, according to the only study on this field. Based on the included studies, potential risk factors for sarcopenia include malnutrition, low physical activity, specific diseases (e.g., diabetes), inflammation, polypharmacy, and aging, whereas increased levels of physical activity and improved dietary intake may reduce the risk of sarcopenia. The few available interventions for sarcopenia were mainly focused on resistance training with/without nutritional supplements (e.g., protein, vitamin D).

The findings of our study revealed inadequate research on SO but an increasing trend in the number of studies on sarcopenia. However, most of the included studies had descriptive cross-sectional design, small sample size, and applied different diagnostic criteria. Therefore, larger well-designed cohort studies that adhere to uniform recent guidelines are required to capture a full picture of these two age-related medical conditions in Nordic countries, and plan for prevention/treatment accordingly.

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The number of older adults with age-related disorders is expected to increase worldwide [ 1 , 2 ]. Sarcopenia and sarcopenic obesity (SO) are both age-related syndromes that may compromise the physical and mental health of older adults and increase their need for health care services in old age [ 3 , 4 ], and this may challenge the sustainability of health care systems economically and by shortage of health care personnel [ 5 ].

Sarcopenia is characterized by low muscle mass in combination with low muscle strength [ 4 ]. SO is characterized by the co-existence of obesity (excessive adipose tissue) and sarcopenia [ 3 ]. Sarcopenia and SO are both associated with physical disability, risk of falls, morbidity, reduced quality of life and early mortality [ 4 , 6 , 7 , 8 , 9 ]. In SO the consequences of sarcopenia and obesity are combined and maximized [ 4 , 6 , 7 , 8 ].

Etiology of sarcopenia and SO is multifactorial and closely linked to multimorbidity [ 3 , 7 , 8 , 9 , 10 ]. Nevertheless, lifestyle and behavioral components particularly diet and physical activity, are important interrelated factors that potentially can be modified. Physical inactivity and sedentary behavior may accelerate age-related loss of muscle mass, reduce energy expenditure, and increase risk of obesity [ 3 , 11 ]. In addition, weight cycling (the fluctuations in weight following dieting and regain) and an unbalanced diet (particularly inadequate protein intake) may accelerate loss of muscle mass and increase severity of sarcopenia and SO in older adults [ 3 , 12 ]. International guideline for the treatment of sarcopenia emphasizes the importance of resistance training potentially in combination with nutritional supplementation to improve muscle mass and physical function [ 13 ]. Similar therapeutic approach is suggested for treatment of SO [ 14 ]. However, more research is needed to confirm optimal treatment of SO [ 14 ].

According to a recently published meta-analysis the global prevalence of sarcopenia ranged from 10 to 27% in populations of older adults ≥ 60 years [ 15 ]. Further the global prevalence of SO among older adults was 11% [ 8 ]. So, sarcopenia and SO are prevalent conditions, with multiple negative health outcomes and should be given special attention [ 16 ]. Despite the large burden on patients and health care systems, the awareness of the importance of skeletal muscle maintenance in obesity is low among clinicians and scientists [ 3 , 16 ].

A recent meta-analysis on publication trends revealed that despite an increase in global research on sarcopenia, the Nordic countries were only limitedly represented [ 6 ]. Nordic countries may differ from other regions on aspects associated with the prevalence and trajectory of sarcopenia and SO and challenge the representativeness of research findings from other parts of the world. These include a different prevalence pattern of noncommunicable diseases [ 17 ], different life-style behavior and life-style associated risk factors [ 15 , 18 ], and higher life expectancy [ 18 ].

The Nordic countries including Sweden, Finland, Iceland, Norway, Denmark, and three autonomous areas (Åland Islands, Greenland and Faroe Islands) share common elements of social and economic policies such as a comprehensive publicly financed health care system [ 18 , 19 ]. Additionally, these countries have a strong tradition of collaboration including a common vision of a socially sustainable region by promoting equal health and inclusive participation in society for older adults [ 20 ]. Therefore, more insight into the etiology, prevalence, and risk factors for sarcopenia and SO among older adults is a prerequisite for the development and implementation of effective strategies to prevent and treat these complex geriatric conditions in this geographic region. So, the aim of this study is to conduct a scoping review to systematically identify and map the available evidence while also addressing knowledge gaps and exploring the following research questions: (1) What are the prevalence of sarcopenia and SO in older adults living in the Nordic countries? (2) Which risk factors or contributing conditions are involved in the development of sarcopenia and SO in the Nordic Countries? (3) Which interventions to prevent or counteract negative health outcomes of sarcopenia and SO have been tested or implemented among older adults living in the Nordic countries?

Identification of relevant studies

The development and reporting of this review were done by following the Preferred Reporting Items for Systematic Reviews and Meta-analyses (PRISMA) guidelines [ 21 ].

The literature search was developed to target three main areas: Sarcopenia, sarcopenic obesity, and aging (See Appendix 1 for full search strategy). All studies published before the end of February 2023 were included in this scoping review. The optimal sensitivity of search was obtained by simultaneous search of the following databases: PubMed, Embase, and Web of science (WOS). Additionally, a detailed search for grey literature was performed in relevant databases (e.g., Research Portal Denmark, Libris, Oria, Research.fi). Besides, reference lists of the included studies were reviewed to identify eligible studies. Duplicates and non-peer reviewed evidence (e.g., PhD thesis) were excluded but if the latter contained published articles of relevance, these were included. If more than one publication on similar outcomes (e.g., prevalence) were based on a single study, just one publication was included. Data were extracted from large studies with combined data from several countries only when findings were presented separately for the Nordic countries.

Inclusion and exclusion criteria

The inclusion criteria were as follow : Broad selection criteria were used to be comprehensive: (1) studies with any outcome (e.g., prevalence, risk factors, etc.) to address our research questions on sarcopenia and SO, (2) studies on subjects with age ≥ 60 years in any type of settings (e.g., community, nursing homes, general practice, hospital, outpatients, homecare, etc.), (3) studies using any definition of sarcopenia and SO without restriction for criteria and cutoff values, (4) all type of study designs (e.g., randomized control trials, cohort studies, cross-sectional, etc.), (5) studies should be conducted in the Nordic countries The exclusion criteria are as follow : (1) studies without relevant outcome to sarcopenia or SO, (2) studies without sufficient information to determine eligibility.

Study selection and data extraction

Two independent researchers screened literature and conducted data extraction. Any discrepancies between them were resolved through discussion.

First, duplicates were removed by using EndNote 20.6 software, then titles and abstracts were screened to narrow down the list of potentially eligible studies. Finally, the full text review was done to examine in detail the studies that were not excluded in first step. For more clarification, the reasons for the exclusion were recorded (Fig. 1 ).

PRISMA diagram for searching resources

The following information was extracted: (1) study characteristics (e.g., first author’s name, country, year of publication), (2) characteristics of the target population (e.g., age, sex), (3) study design, setting, intervention duration and follow-up time (if applicable), measurements, tools, criteria, and results.

Study selection

A combined total of 6,358 studies were identified through the initial electronic database and grey literature searches. An additional five articles were identified through other sources (citation searching). After removing duplication, 3,464 articles remained. A total of 3107 articles were excluded based on screening titles and abstracts. Out of the remaining 357 studies, 324 were excluded after the full-text review. Finally, 33 studies met our inclusion criteria and were included in this current scoping review [ 22 , 23 , 24 , 25 , 26 , 27 , 28 , 29 , 30 , 31 , 32 , 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 , 42 , 43 , 44 , 45 , 46 , 47 , 48 , 49 , 50 , 51 , 52 , 53 , 54 ] (Fig. 1 ).

Study characteristics

Table 1 summarized characteristics of the included studies.

The number of documents showed an increasing trend between 2020 and 2021. A peak in the number of publications was observed in 2021 (24.2% of all documents). All the studies were conducted across four (Denmark, Norway, Sweden, and Finland) out of the five Nordic countries and three autonomous areas. The highest contribution in this field was made by Sweden ( n = 12).

Most studies were conducted in community-dwelling settings [ 22 , 23 , 24 , 28 , 30 , 31 , 35 , 36 , 38 , 39 , 40 , 42 , 45 , 46 , 47 , 48 , 49 , 54 ]. Seven studies included patients with acute diseases (hospital-setting) [ 26 , 27 , 33 , 37 , 50 , 51 , 52 ], while four studies included patients with chronic conditions (out-patient setting) [ 25 , 32 , 41 , 44 ], and one study including nursing-home residents [ 34 ]. In terms of study design, most of the studies were observation studies with a cross-sectional or longitudinal design ( 22 , 23 , 24 , 25 , 26 , 27 , 28 , 29 , 30 , 31 , 33 , 34 , 36 , 37 , 38 , 39 , 40 , 41 , 42 , 43 , 44 , 45 , 46 , 47 , 48 , 49 , 50 , 51 , 52 , 53 , 54 ), while three studies [ 32 , 35 , 46 ] applied interventions. It appears, however, that one study [ 32 ] out of the above three interventions is sub-project conducted within the framework of larger intervention program. Sample size ranged from 49 in a cross-sectional case control study [ 52 ] to 3334 in a cohort study [ 30 ].

Five studies were among males only [ 22 , 24 , 36 , 45 , 53 ] and three studies included females only [ 38 , 47 , 54 ]. The rest of the studies had a mixed sample. Top subject area was sarcopenia (31 out of the 33 included studies), and on this subject, publications were categorized into the following research areas (with some studies addressing more areas): prevalence [ 22 , 23 , 24 , 25 , 26 , 27 , 29 , 30 , 33 , 35 , 36 , 37 , 40 , 42 , 44 , 45 , 47 , 49 , 50 , 51 , 52 , 53 , 54 ], risk factors [ 24 , 27 , 28 , 30 , 31 , 34 , 38 , 40 , 42 , 44 , 47 , 49 , 50 , 51 ], and effectiveness of interventions on sarcopenia or indicator of sarcopenia [ 32 , 35 , 46 ].

In most studies sarcopenia was defined according to the criteria set by the European Working Group on Sarcopenia in Older People in the updated version from 2019 (EWGSOP2) ( n = 15) or the original version from 2010 (EWGSOP) ( n = 14). However, in some studies multiple criteria such as EWGSOP, EWGSOP2, and National Institutes of Health Sarcopenia Project definition (FNIH) were applied [ 27 , 39 , 43 ], and in other studies alternative criteria were used [ 26 , 33 , 35 , 45 , 57 ].

Different assessment methods of muscle mass including Dual energy X-ray absorptiometry (DXA) [ 22 , 24 , 25 , 27 , 29 , 30 , 32 , 33 , 38 , 39 , 40 , 41 , 45 , 46 , 47 , 52 , 53 , 54 ], Bioelectrical Impedance Analysis (BIA) [ 28 , 31 , 34 , 44 , 48 , 49 ], Bioimpedance Spectroscopy (BIS) [ 35 , 42 , 43 ], Computed Tomography (CT) [ 33 ], and Computed Tomography Angiogram (CTA) [ 26 ] were used in the included studies.

SO were defined by the co-existence of sarcopenia with obesity. Studies on SO used the EWGSOP2 criteria [ 39 ], or the EWGSOP2 criteria for hand grip strength only (probable sarcopenia) [ 23 ] in combination with obesity estimated from BMI cut points [ 23 , 39 ], waist circumference [ 23 , 39 ], and fat mass percentage [ 39 ]. Lastly, one study used measures of body composition measures that reflect adiposity as estimates of SO [ 48 ].

Four studies reported the prevalence of “probable sarcopenia” [ 23 , 30 , 36 , 45 ], while two studies reported the prevalence of sarcopenia and comorbidities (e.g., osteopenia, pre-frailty, malnutrition) [ 33 , 40 ].

Narrative synthesis

Due to the heterogeneity of the studies in definition of sarcopenia, settings, and sample size, the overall reported prevalence was variable and ranged from 0.9% [ 54 ] to 58.5% [ 26 ]. However, according to the most commonly used criteria (EWGSOP2) the highest (46%) and lowest (1%) prevalence of sarcopenia was reported in Sweden among inpatients in geriatric care [ 27 ], and community-dwelling older adults [ 30 ], respectively.

Prevalence of sarcopenia according to population and definition criteria is illustrated in Table 2 . Higher prevalence rates of sarcopenia were found in females compared to males among community-dwelling older adults [ 49 ] and in older adults acutely admitted to hospital [ 51 ]. Further, acutely admitted female patients also presented with more severe sarcopenia compared to male patients [ 51 ].

Frequency of sarcopenia was higher (9.1–40.0%) in patients with diabetes (with and without complications of charcot osteoarthropathy), compared to age-matched healthy adults [ 52 ].

The prevalence of “probable sarcopenia” ranged between 20.4% (reduced muscle strength only) and 38.1% (fulfilling one of the following criteria: reduced muscle strength, reduced muscle mass, or low physical function) in Finnish community-dwelling adults [ 23 , 36 ], while longitudinal studies on Swedish community-dwelling old (70 years) and very old adults (≥ 85 years) the prevalence of “probable sarcopenia” (reduced muscle strength only) ranged from 1.8 to 73%, respectively [ 30 , 45 ]. Lastly, in a Swedish study among nursing home residents the prevalence of probable sarcopenia was 44% (evaluated by an impaired chair stand test) [ 34 ].

Prevalence of Osteosarcopenia (sarcopenia and osteoporosis) was 1.5% [ 36 ], and the prevalence of co-occurrence of all three following conditions: pre-frail, malnutrition, and sarcopenia was 7% [ 34 ].

We only identified two studies with prevalence of SO [ 39 ] and probable SO [ 23 ]. The prevalence of SO in a Swedish population was 4% and 11% in females and males, respectively, while the prevalence of probable SO among Finnish community-dwelling ranged between 5.8% and 12.6%, depending on the criteria to define the obesity (e.g., BMI, waist circumference, etc.) [ 23 ].

Several studies investigated aspects of etiology and risk factors for sarcopenia [ 24 , 27 , 28 , 30 , 31 , 34 , 36 , 38 , 40 , 42 , 43 , 44 , 47 , 49 , 50 , 51 ] and one study focused on SO [ 49 ]. Higher physical activity was associated with a decreased likelihood of sarcopenia [ 30 ]. In addition, adhering to world health organization (WHO) guidlines for physical activity and the Nordic nutritional recommendations for protein intake was positively associated with greater physical function and lower fat mass in older female community-dwellers [ 38 ]. In older adults who are physically active, eating a healthy diet (based on the frequency of intake of favorable food like fish, fruits, vegetables, and whole grains versus unfavorable foods like red/processed meats, desserts/sweets/sugar-sweetened beverages, and fried potatoes) was associated with lower risk of sarcopenia [ 28 ]. Further, among older adults who already meet the physical activity guidelines, additional engagement in muscle-strengthening activities was associated with a lower sarcopenia risk score and improved muscle mass and chair rise time [ 31 ].

Associations between sarcopenia, risk of sarcopenia and malnutrition or nutritional status was identified in geriatric patients [ 27 , 51 ], older patients with hip fracture [ 50 ], nursing home residents [ 34 ] and in community-dwelling older adults [ 49 ]. Moreover, the importance of nutritional intake was investigated in the following studies [ 24 , 36 , 47 ]. A study among community-dwelling men revealed an inverse association between total energy intake, protein intake (total, plant, and fish protein), intake of dietary fibers, fat (total and unsaturated), and vitamin D with sarcopenia status [ 36 ]. In a cohort of 71-year-old men a dietary pattern characterized by high consumption of fruit, vegetables, poultry, rice and pasta was associated with lower prevalence of sarcopenia after 16 years [ 24 ]. A longitudinal Finnish study on sarcopenia indices among postmenopausal older women, showed that lower adherence to the Mediterranean (focuses on high consumption of olive oil) or Baltic Sea (focuses on the dietary fat quality and low-fat milk intake) diets resulted in higher loss of lean mass over a 3-year period [ 47 ]. Further, a higher adherence to the Baltic Sea diet was associated with greater lean mass and better physical function, and higher adherence to the Mediterranean diet was associated with greater muscle quality [ 47 ].

In a study of patients with hip fracture age, polypharmacy, and low albumin levels was associated with sarcopenia [ 50 ]. Exocrine pancreatic insufficiency was an independent risk factor for sarcopenia [ 44 ]. This study also revealed that sarcopenia was associated with reduced quality of life, physical function, and increased risk of hospitalization [ 44 ]. In a longitudinal study of community-dwelling adults (+ 75 years) at risk of sarcopenia, high physical function, muscle strength, muscle mass and low BMI predicted better physical function and reduced need for care after four years [ 42 ]. Furthermore, in community-dwelling adults with sarcopenia, muscle mass, muscle strength and physical function are independent predictors of all-cause mortality. As a result, they have been proposed by researchers as targets for the prevention of sarcopenia-related over-mortality [ 43 ]. Lastly, community-dwelling older adults with sarcopenia had lower bone mineral density compared to those without sarcopenia and they were more likely to develop osteoporosis (Osteosarcopenia) [ 40 ].

Regarding SO risk factors, a longitudinal study among community-dwelling older adults in Finland found that SO (operationalized by measures of adiposity) were associated with poorer physical function after ten years [ 48 ].

Our literature search identified three randomized controlled trials investigating the effectiveness of interventions to prevent or counteract sarcopenia in older adults of Norway, Finland, and Sweden, respectively [ 32 , 35 , 46 ]. The Norwegian study [ 32 ] was a double-blinded randomized controlled trial (RCT). The study included those who were at risk of developing sarcopenia, including patients with chronic obstructive pulmonary disease (COPD) or individuals who showed diagnostic indications of sarcopenia. Participants received either vitamin D 3 or placebo supplementation for 28 weeks. Additionally, resistance training sessions were provided to all participants from weeks 14 to 27. Vitamin D supplementation did not significantly affect response to resistance training in older adults at risk of sarcopenia with or without COPD [ 32 ].

Furthermore, a RCT among pre-sarcopenic Swedish older adults investigated the effectiveness of three weekly sessions of instructor-led progressive resistance training in combination with a non-mandatory daily nutritional supplement (175 kcal, 19 g protein) compared to control group. The 10 weeks intervention resulted in significant between group improvements of physical function and a significant improvement in body composition in the intervention group [ 46 ].

Another intervention study revealed that a 12-month intervention with two daily nutritional supplements (each containing 20 g whey protein) did not attenuate the deterioration of physical function and muscle mass in sarcopenic older community-dwelling adults compared to isocaloric placebo supplements or no supplementation. All participants were given instructions on home-based exercises, importance of dietary protein and vitamin D supplementation [ 35 ].

Based on our broad literature search 33 studies were identified that concerned sarcopenia and SO and met the inclusion criteria. However, research on SO was very limited with only three studies identified. Narrative synthesis of the included studies revealed that the most reported classification tool for sarcopenia in Nordic countries was the EWGSOP2. Moreover, some studies estimated sarcopenia using EWGSOP. The overall prevalence of sarcopenia in Nordic countries according to EWGSOP2 ranged between 1% and 46% [ 25 , 28 ]. The prevalence of SO, however, was reported only in one study in Sweden (4–11%) [ 39 ]. Even though the previous systematic reviews and meta-analysis have reported the prevalence of sarcopenia and SO in different regions and settings (e.g., community-dwelling, nursing home, etc.) [ 8 , 15 , 55 , 56 ], this current scoping review is to the best of our knowledge the first study that provides an overview of research on sarcopenia and SO in the Nordic countries.

Based on our findings from 24 studies, there were large variability in prevalence of sarcopenia in studies conducted in the Nordic countries. We think that the wide variation in estimated prevalence of sarcopenia in our scoping review might be due to a different definition/diagnostic criterion (e.g., EWGSOP, EWGSOP2, FNIH), methodology to measure muscle mass (DXA, BIA, CT), and heterogeneity in characteristics of the study population (e.g., setting, age, medical conditions, co-occurrence of multiple risk factors). A previous study on prevalence of sarcopenia in Swedish older people showed significant differences between prevalence of sarcopenia based on EWGSOP2 and EWGSOP1 [ 29 ]. Therefore, researchers stressed that prevalence is more dependent on cut-offs than on the operational definition [ 29 , 57 ]. Further, we know that various international sarcopenia working groups have issued expert consensus and such diagnostic criteria are being updated [ 4 , 58 ]. Since the revision of criteria focuses primarily on the adjustment of cut-off values, the main reason for differences in prevalence even when using an updated version of one diagnosis criteria is modification in cut-off values. For instance, if the cut-off value for gait speed was increased by 0.2 m/s, the prevalence of sarcopenia may increase by 8.5% [ 57 ]. Meaning that even a small change in cut-off value can have a big impact on how sarcopenia is diagnosed. Besides when we take definition criteria into account (Table 2 ), the prevalence of sarcopenia is still variable in the population of community-dwelling adults for instance. We believe it is basically because studies have applied different assessment tools and tests to identify older adults with low muscle mass and muscle strength, although using the same definition criteria (Table 1 ). Previous studies have illustrated that choice of methodology to assess muscle strength (e.g., hand grip strength, chair rise) [ 59 ] and muscle mass (e.g., DXA, BIA, anthropometry) [ 60 , 61 , 62 ] in older adults may impact findings and this variability may explain some of the variability in our findings. So, adherence to the latest uniform diagnostic criteria for future studies is recommended to simplify the comparison of findings within the same country, across countries, and regions. Moreover, we suggest that medical community particularly GPs to come to an agreement on assessment methods for muscle mass and muscle strength and the use of one set of definition criteria for sarcopenia.

In previous meta-analyses [ 15 ], sub-group analyses based on region and classification tool, revealed that the prevalence of sarcopenia was higher in European studies using EWGSOP (12%) compared to rest of the studies using Asian Working Group for Sarcopenia (AWGS), FNIH, and EWGSOP (3%) [ 15 ]. In our scoping review, we also found a high prevalence of sarcopenia in Nordic countries. Longevity and life expectancy is higher in the Nordic countries compared to estimates for rest of the world [ 18 ], which means that in this region many people reach old age, and consequently they are more likely to be diagnosed with sarcopenia as an age-related disorder. Therefore, the authors of this current scoping review emphasis the importance of preventive strategies targeted major risk factors and effective interventions to limit the consequences of sarcopenia in the Nordic populations. Besides, we think that the health care system in the Nordic countries should be better equipped with the necessary healthcare resources for both a timely diagnosis and dealing with this major age-related issue in the years to come. However, due to the limitations regarding the timely diagnosis, we highly recommend a comprehensive approach including establishment of support services, implement educational programs, offer training for health care professionals, and engage the community.

Many countries have conducted research on SO [ 7 , 39 , 63 , 64 , 65 ]. Based on our findings, however, among the Nordic countries only Sweden and Finland have investigated the prevalence of probable SO and SO [ 23 , 29 ]. Besides, we only found one study investigating the association between body adiposity and physical function over time [ 54 ]. We did not find any literature on risk factors or interventions among older adults with SO in this region. Therefore, we call on medical and research community in Nordic countries to attach importance to screening of SO in elderly people to capture a full picture of this public health risk to aging society and allocate healthcare resources accordingly.

In terms of risk factors for sarcopenia, our study revealed that malnutrition, low levels of physical activity, specific diseases (e.g., diabetes, osteoporosis), inflammation, polypharmacy (multiple medicines), BMI, and ageing are potential risk factor for sarcopenia in populations of the Nordic region. However, evidence on risk factors derived mainly from cross-sectional associations [ 27 , 28 , 30 , 31 , 34 , 40 , 44 , 49 , 50 , 51 ], and only to a limited extend from longitudinal studies [ 24 , 38 , 43 , 47 ]. Therefore, the associations between risk factors and sarcopenia should be interpreted with caution due to the possibility of reverse causality and confounding affecting the results. Moreover, our findings on risk factors mainly came from community-dwelling older adults, and only to a limited extend hospital and nursing home settings. We think that risk factors may vary depending on population characteristics (e.g., age, sex, health condition) and setting (e.g., hospital, nursing home, community). Therefore, we encourage researchers of the Nordic countries to perform well-designed prospective cohort studies in different settings to enhance the possibility to establish causal inference as well as understanding degree and direction of changes over time.

A recently published meta-analyses revealed a higher risk of having polypharmacy in Europe among individuals with sarcopenia compared to people without this condition [ 66 ]. A nationwide register-based study in Swedish population also showed that the prevalence of polypharmacy has increased in Sweden over the last decade [ 67 ]. Sarcopenia itself is associated with morbidity (identified by specific disease or inflammatory markers) and different health-related outcomes (e.g., disability) [ 7 ]; therefore, future research should investigate whether polypharmacy is a major factor to sarcopenia development [ 66 ]. Although we lack information on polypharmacy in Nordic countries other than Sweden, we encourage researchers in this region to examine the above research gap in their future studies.

According to previous studies physiological changes in ageing include systemic low-grade inflammation which results in insulin resistance, affect protein metabolism and leads to increased muscle wasting [ 68 ]. Acute and chronic disease may increase the inflammatory response and accelerate age-related loss of muscle mass and increase risk of sarcopenia [ 68 , 69 ]. Hence, we think that special attention should be made by health care professionals particularly GPs to older adults with acute or chronic conditions to limit the risk of sarcopenia.

Literature from the Nordic countries also indicated that higher levels of physical activity and different dietary patterns (e.g., higher protein intake, fruit, vegetables, fibers) were associated with reduced risk of sarcopenia or improvement in indicators of sarcopenia. There was a large heterogeneity in the studied aspect which makes direct comparison of studies difficult. Nevertheless, according to findings from a recent systematic review of meta-analyses on sarcopenia the identified risk factors are in alignment with previously identified risk factors globally [ 70 ]. Other potential lifestyle-related risk factors suggested from the above meta-analysis included smoking and extreme sleep duration. However, we did not identify studies investigating these health behaviors in the Nordic populations. Therefore, high-quality cohort studies are needed to deeply understand such associations with the risk of sarcopenia.

In this current review, we only found three intervention studies in Nordic countries. However, two of them were sub-projects of big intervention programs, meaning that such studies were not designed explicitly for the prevention/treatment of sarcopenia. Therefore, explicit intervention studies on sarcopenia in this region is recommended.

We believe that on a global level, research on sarcopenia will carry on with nutrition, exercise, and understanding of molecular mechanisms. Furthermore, examining the link between sarcopenia and other medical conditions/diseases would be the next step [ 6 ]. In the Nordic countries, however, already performed studies have a basic and descriptive design, so that, well-designed research and advanced analyses are lacking. Hence, we recommend conducting large well-designed and adequately powered studies to (a) explore the scale of this age-related health issue on country and regional level, (b) investigate the patterns of physical activity and sedentary behavior to understand if this should be a target in older adults with SO and sarcopenia, (c) determine whether elderly populations are suffering from nutritional deficiency or are at risk of malnutrition. The latest can support further studies to assess the impact of combined physical activity and dietary intake, which are still lacking globally [ 6 ].

A previous systematic review on therapeutic strategies for SO revealed that exercise-based interventions (e.g., resistance training) reduced total adiposity and consequently improved body composition. However, evidence of other therapeutic strategies (e.g., nutritional supplementation) was limited due to scarcity of data and lack of unique definition for SO [ 69 ]. Therefore, authors suggested that more research should be done to clarify optimal treatment options for various age-groups and not only for older adults [ 14 ].

In our scoping review, the included studies, did not provide a status of either SO or the prevention/treatment methods in this region. We believe that SO is practically neglected in clinical practice and research as well, and this is mainly because it is difficult to separate it from general obesity. The consequence of lacking knowledge in this research area is that when older adults with SO are recommended weight loss- a frequently used strategy for management of general obesity- this may accelerate the loss of muscle mass and increase the severity of the sarcopenia [ 3 ]. Consequently, we think that this issue may have adverse effects both on patients (e.g., decreasing quality of their life) and on the health care system (e.g., increasing the health care demands) of this region. Therefore, we encourage researchers to perform cohort studies to understand the epidemiology and etiological basis of SO, which are poorly understood even on a global scale [ 8 ]. We think that the consensus definition on SO from the European Society for Clinical Nutrition and Metabolism (ESPEN) and European Association for the Study of Obesity (EASO) which was published in 2022 [ 3 ], can positively affect the ability to define studies on prevalence and prevention of SO. Besides, we recommend conducting further research to find the optimal treatment for SO and reduce its adverse consequences both at individual and society levels. Additionally, we think that the concepts of sarcopenia and SO might be somehow unfamiliar to health care personnel. Therefore, it is highly recommended that more information be provided to bring their attention to the significance of prevention, timely diagnosis, and treatment of these two aging disorders.

Strengths and limitations of the study

This is the first study providing an overview of available evidence on sarcopenia and SO among older adults in the Nordic countries. These countries have important similarities in welfare sectors and on a population level and we believe that our findings will be a significant benefit for researchers and health care providers to understand the knowledge gaps and plan for future studies in this geographical region. However, the current scoping review has limitations. This review was limited to studies among individuals more than 60 years old which may limit the overview of available research in this field, as well as understanding risk factors, confounders for prevention, and the potential for early detection of these two diseases in younger age population. The included cross-sectional studies in our review cannot provide information on causality of the associations.

Sarcopenia and SO are generally prevalent syndromes among older adults in Nordic countries, even though the prevalence of them varies according to the criteria for definition, population, and setting. Research among older adults with SO was very limited in this region. Besides, studies on risk factors were primarily cross-sectional and only few intervention studies were identified. Therefore, we encourage researchers performing well-designed studies (e.g., prospective cohorts) to understand the epidemiology and etiological basis of these two age-related disorders. For the next step, implementation of interventions targeting risk factors (e.g., combined physical activity and dietary intake) and evaluating of their impact on prevention or treatment of sarcopenia and SO is recommended. Furthermore, for the comprehensive advancement of muscle health in older adults, we recommend implementing interventions directed at health care personnel and encouraging more collaboration among clinicians, professional societies, researchers, and policy makers to ensure comprehensive and effective approach to health care initiatives.

Data availability

The datasets used and/or analysed during the current study available from the corresponding author on reasonable request.

Abbreviations

sarcopenic obesity

Web of science

Preferred Reporting Items for Systematic Reviews and Meta-analyses

European Working Group on Sarcopenia in Older People in the updated version from 2019

National Institutes of Health Sarcopenia Project definition

Dual energy X-ray absorptiometry

Bioelectrical Impedance Analysis

Bioimpedance Spectroscopy

Computed Tomography

Computed Tomography Angiogram

World Health Organization

General Practitioner

Randomized Controlled Trial

Chronic Obstructive Pulmonary Disease

European Association for the Study of Obesity

United, Nations, Department of Economic and Social Affairs., Population Division (2019). World Population Prospects 2019: Highlights (ST/ESA/SER.A/423).

United, Nations, Department of Economic and Social Affairs., Population Division (2019). World Population Ageing 2019: Highlights (ST/ESA/SER.A/430).

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Baygi, F., Buhl, S.F., Thilsing, T. et al. Sarcopenia and sarcopenic obesity among older adults in the nordic countries: a scoping review. BMC Geriatr 24 , 421 (2024). https://doi.org/10.1186/s12877-024-04970-x

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"Disrupted The Balance": Virat Kohli's Honest Take On Impact Player Rule

Echoing india skipper rohit sharma's sentiments, star batter virat kohli has criticised the impact player substitution rule and said it is "disrupting the balance" of the game..

Echoing India skipper Rohit Sharma's sentiments, star batter Virat Kohli has criticised the Impact Player substitution rule and said it is "disrupting the balance" of the game. The mid-innings substitution rule, adopted in the previous edition of the IPL, has sparked a row with Rohit expressing his displeasure in a podcast last month. Now, Kohli has urged for a rethink of the rule. "I agree with Rohit. Entertainment is one aspect of the game but there is no balance," Kohli said on Jio Cinema.

"I think it has disrupted the balance and a lot of people are feeling this way, not just me," he said.

Rohit in the podcast had said, "I'm not a big fan... It's going to hold back all-rounders. Cricket is played by 11, not 12 (players)." Punjab Kings set the record for the highest successful chase in T20 history when they overhauled Kolkata Knight Riders' 262 with eight balls to spare.

Sunrisers Hyderabad also smashed the record for the highest-ever total in franchise cricket by posting 287/3 against Royal Challengers Bengaluru.

This edition has witnessed eight 250-plus totals and Kohli felt the bowlers' pain.

"Bowlers are feeling like what they should do," Kohli said.

"I have never experienced anything like it where bowlers think they will concede four or a six on every ball.

"Not every team has a Bumrah (Jasprit) or the mystery of Rashid Khan," he said.

"I am telling you, with one extra batter there is a reason I am playing with 200-plus strike rate in the powerplays. I know there is a batsman waiting at No. 8 as well.

"We are playing a high level of cricket and it should not be that dominant in my opinion. There is a beauty about having an equal balance between bat and ball," Kohli added.

BCCI secretary Jay Shah has said that the Impact Player rule is a "test case", implemented to give two Indian players opportunity in a game.

He has also indicated that they would talk to the stakeholders for using it in future editions of the IPL.

"I am sure Jay (Shah) bhai has mentioned it already that they will review it and I am sure that they will come to a conclusion which brings the game into balance," said Kohli.

"As a batsman, I can say this rule is good but the match should be exciting. Only fours and sixes are not exciting in cricket. Exciting is that you can defend 160 as well,” Kohli said.

(This story has not been edited by NDTV staff and is auto-generated from a syndicated feed.)

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Guest Essay

Bird Flu Is Already Here. Just Look at the Millions Killed.

By Alex Tey

Ms. Tey is a freelance reporter studying journalism and the environment at New York University.

We don’t yet know if H5N1 bird flu will spill over from animals to infect a large number of humans. Based on the few cases of transmission so far, the World Health Organization has expressed concerns that infection in humans “can cause severe disease with a high mortality rate.”

But already it has wrought devastation upon so many lives. The deaths of millions of birds and mammals around the globe in the last few years directly and indirectly from this outbreak should be enough to spur urgent action to stop the spread of the virus, as well as remind us of the role humans play in the proliferation of infectious diseases.

It’s my belief that humans have an obligation to the nonhuman life we share this planet with to mitigate the harm we’ve enabled this virus to cause. Our unsustainable activities — factory farming, climate-warming emissions and habitat destruction, to name a few — have helped turn bird flu from a natural phenomenon into an anthropogenic disaster. But even if you don’t share that conviction, it is still in our best interest to keep this virus from spreading.

Disease has always been part of avian natural history. Wild birds are routinely exposed to mild viruses, but are seldom killed by them. Humans, however, have introduced factors that favor disease: A warming climate can weaken avian immune systems, and infections spread more easily when birds come into more frequent contact while sharing what little habitat remains.

And factory farming makes things even worse. When farm animals are kept in large numbers and close quarters in poultry and dairy farms, viruses can spread and mutate more easily. It’s a human-facilitated training ground for diseases. The progenitor of today’s H5N1 strain, for example, emerged in 1996 when a virus infecting farmed geese in Guangdong Province in southern China spilled back into wild populations.

Maintaining the health of their animal holdings and their businesses — not to mention the potential risk to farm workers and the ever-present threat of human spillover — requires farmers to act quickly. And when bird flu hits farms, often the only real way to contain it is the precautionary culling of entire flocks, which has resulted in tens of millions of dead hens since 2022. The United States Department of Agriculture recommends that farms use killing methods that avoid suffering. But as many as 66 million chickens and turkeys have been culled with a technique that animal welfare groups call unnecessarily cruel: ventilation shutdown, which kills over several hours through overheating.

Given the animal suffering at stake, minimizing interactions between wild and captive birds is all the more important in preventing the spread of bird flu in both populations. But it’s a daunting task for the agriculture industry, given how difficult it can be to isolate dense animal populations kept in close quarters. When biosecurity measures at farms fail — or aren’t even properly attempted — wild populations take an extremely hard hit.

Though wild bird deaths are harder to tally than poultry culls, the numbers that we do have are disturbing. The strain of bird flu coursing through North America ignited a season of plague for Atlantic seabirds when it first appeared in late 2021 at a Newfoundland farm. From April to September 2022, bird flu killed about 41,000 wild birds in Canada. At least 17 percent of northwestern Europe’s breeding population of Sandwich terns — over 20,000 birds — died. And from November 2022 to January 2023, the virus killed thousands of wild Ross’s and snow geese in North Dakota , Kansas , Indiana and California .

The overall death toll may lie in the millions , with millions more threatened by potential infection thanks to the long-range migrations of waterfowl.

Under normal circumstances, most bird populations can bounce back from die-offs. But climate-warming human activity could impair future recoveries in North America.

When bird flu caused “ unprecedented reproductive failure ” at a Newfoundland breeding colony of northern gannets in 2022, it was probably worsened by a marine heat wave that coincided with the outbreak. Heat stress weakens birds’ immune responses , and is likely to become more common as the planet warms. Warmer temperatures can also make recovery from H5N1 more difficult by deepening the effects of decreased food supplies, pollution and habitat loss.

None of this is encouraging for North American birds, which have already lost billions in the last half-century because of habitat loss and other forces. We contributed to the conditions that helped bird flu mutate into a highly pathogenic form. “Now it’s taken off, and it’s totally out of our control,” said Samantha Gibbs, the lead wildlife veterinarian at the U.S. Fish and Wildlife Service.

Worse may lie in store. If the virus spreads unencumbered, it could spell further disaster for species like the beloved Atlantic puffin or the regionally endangered roseate tern. Colony-nesting seabirds like these nest in close quarters and in high numbers, reducing predation but magnifying the effects of disease. Recent asymptomatic cases in Adélie penguins on the Antarctic Peninsula have spurred fears of outbreaks in tight-knit penguin colonies. The blurring of the lines between the wild and the domestic, as infections spill over and back again, also heightens the threats to livestock — and humans.

But to fret only about the prospect of human infection betrays an ecological narcissism. We must not ignore the nonhuman suffering for which, through factory farming, anthropogenic climate change and habitat destruction, we are responsible.

While you most likely need not worry about catching bird flu from meat, eggs or dairy, this is as good a time as any to cut down on products that contribute to climate change (like greenhouse gas-intensive beef) or perpetrate cruelty (like eggs from caged chickens). The same factory farms that cause excessive animal suffering can also function as a reservoir for disease.

An enduring commitment to nonhuman life on Earth would bring down the risk of zoonotic disease spreading to humans. But saving the planet for our own benefit is only by degrees less shortsighted than destroying it to our own detriment. As its most influential and destructive denizens, we owe a duty of care to all of nature — not just its human inhabitants.

Alex Tey is an editor at large of New York University’s student newspaper, Washington Square News.

The Times is committed to publishing a diversity of letters to the editor. We’d like to hear what you think about this or any of our articles. Here are some tips . And here’s our email: [email protected] .

Follow the New York Times Opinion section on Facebook , Instagram , TikTok , WhatsApp , X and Threads .

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