Advertising and Consumer Society

Introduction to Advertising

  • Concept of Advertising

    • Advertising is not inherently a fundamental aspect of human existence.

    • It has, however, become a central and omnipresent element in the lives of citizens in wealthy countries during the twenty-first century.

    • The widespread acceptance of advertising in media and consumerism should not be taken for granted; it prompts the question of why advertising holds such a key role.

  • Purpose of the Book

    • The book aims to explore:

    • The history of advertising to understand its evolution to its current state.

    • How advertising perpetuates the conditions that justify and legitimize its existence in contemporary society.

The Economic Aspects of Advertising

  • Economic Impact

    • Advertising is recognized as a massive business sector.

    • Following a revenue drop due to the global pandemic in 2020, international advertising expenditures rebounded beyond $700 billion in 2021 (source: Adgate 2021).

    • This figure likely underrepresents the total financial impact of advertising, considering:

    • Major tech companies such as Meta (Facebook's parent company) and Alphabet (Google's parent company) secure large percentages of their revenue from advertising.

      • Alphabet: 88% of its revenue comes from advertising.

      • Meta: 97% of its revenue is derived from advertising (source: The Economist 2018).

  • Broader Economic Implications

    • Beyond mere dollar value, advertising plays a crucial role in the capitalist economy.

    • It functions not only as a financial entity but also as an integral component of economic operations, illustrated by the following points:

    • Advertising contributes to economic activity by facilitating the flow of money in the marketplace.

    • It motivates consumers to purchase goods and services, maintaining economic momentum.

    • Advertising serves as a:

    • Means for consumers to learn about products and services.

    • Continuous reminder of consumer responsibilities in modern society, reinforcing the behavior of purchasing.

Consumer Society and Culture

  • Definition of Consumer Society

    • Consumer society is defined by a lifestyle focused on the acquisition of goods and services.

    • It employs the paradigm that the best way to attain necessities and pleasures in life is through monetary exchange.

  • Cultural Interpretation of Advertisements

    • Joseph Turow and Matthew McAllister present consumer culture as:

    • The symbols and messages that envelop individuals regarding the products and services they consume (Turow and McAllister 2009, 4).

    • It includes the ways consumers derive meaning from these messages and how they perceive advertising in relation to their consumption habits.