Advertising and Society

2565 Words Apr 8th, 2013 11 Pages
Advertising and Society
Introduction:
Advertising is said to be like glue that holds cultures together. It allows us to share a common experience incorporated by brands, images, logos, and even silly jingles. We define who we are by what we buy and wear because we know that others judge us by what we buy and wear. And advertising influences those judgments. Today because of advertisements conditioning and trendsetting, judgments are made on what clothes people wear, what shampoo and kitchen cleaner they use, not on whom we really are. This leads to a certain degree of social discrimination and emotional insecurity especially in younger population.
In advertising, socio-cultural dimensions came in 1920’s. Agencies and publicists no
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Then he discussed about the role of advertising in developing ideas about the imaginary world.

To elaborate his point the author added the analysis by Cronic in 2000.who argued about the imagination of audience and their relationship and said that they cannot be discovered. Moreover he discussed the post modern and cultural critiques of advertising which were based on the modes of consumption. Then he put studies by Matterlart in 1991 and Kenway and Bullen in 2001 which emphasized on the domination of public space and consumption of advertising where as Jameson in 1991 and Baudrilland in 1988 argued about post-modern ways of criticizing advertising. They said that there is a lack of distinction between the real and imaginary world. The main crux of their studies was that advertising creates hyper reality.
In order to relate advertising with other different phenomenon’s he discussed about discourse, ideology, myths and representations. According to author there is an interrelationship between discourses, ideologies myths and representations. For discourses he took the example of car advertisement that how they used technology as a discourse in relation to different environments Moreover he added myths as false ideas about consciousness of ideology as in advertisements of beauty products. According to him advertising not only affects our consciousness but
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