Advertising and Culture

Paper Summary:

This paper looks at the way that media advertising affects people's perception of proper culture. It explains that advertising is intricately connected with the principle of consumption and that consumers would buy anything that advertisements say is good for them, including culture and values.

From the Paper:

"Advertising affects our perceptions and values so much that what we have in the shape of culture today is simply an advertisement-induced version of culture that lacks authenticity and gives rise images which are anything but genuine. Advertisements no longer give us a chance to develop our authentic self; rather all of us try to be like one of the persons we see in advertisements. For example, every girl would love to dress up like Britney Spears even if she doesn't particularly like her style. That is because media tells girls that Spears is the ultimate representation of what is considered "cool" in our society. Authentic self therefore remains buried under heaps of false cultural values. Authentic here refers to the quality of a person to remain unaffected by what he/she sees in ads. When a person is not influenced by advertisements, he/she becomes capable of nurturing their authentic self. Similarly what we get today in the form of culture is also heavily influenced by media and most specifically advertisements."

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