Essay about Advertising Messages to the Global Society

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Advertising and its existence in today’s society has made a huge transition over the years. With the move from an industrial to consumer society, advertising is ever present in selling goods that we claim to ‘need’ and ‘want’. This essay will explore how advertising and the messages they convey are related with the global society. Firstly it is important to explore the concept of advertising and its link with the consumer culture we live in today. Advertising is greatly linked with the growth of a consumer culture and the mass migration from the rural to the urban. The shift from an industrial society to a consumer society was helped by advertising. This is further iterated by Slater (1997) who proposed that consumer culture is linked to…show more content…
This conveys the transition within society, seeing a shift from offering information to offering a transformation of lifestyle instead. It no longer focuses on the product attributes but more on consumer attributes and how the product can change and transform lifestyles rather than simply being just a product. In the early 20th century the concept of being ‘modern’ was seen as great, selling a successful lifestyle through the idea of being modern; new and exciting. It aimed at persuading individuals that being modern was linked to the notion of success and reaping rewards; leading to a richer, greater lifestyle. Contemporary advertising now focuses its context more on visual imagery rather than text, however, still aiming at reproducing consumption (Maguire, 2010). Therefore having looked at the basis of advertising and its shift in methods and what we are being ‘sold’, it is now important to explore how advertising associates itself with the concept of the global. Advertisers aim to go global with ad campaigns in order to create greater success. As stated by Holt, Quelch and Taylor (2004), ‘When a brand is marketed around the world, that fact alone gives it an aura of excellence-and a set of obligations. To maximise the value of global reach, companies must manage both’. This point can be proven by many companies in today’s consumer society. The aim to be a global
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