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The right question would ask about the cultural role of advertising, not its marketing role. Culture is the place and space where a society tells stories about itself, where values are articulated and expressed, where notions of good and evil, of morality and immorality, are defined. In our culture it is the stories of advertising that dominate the spaces that mediate this function. If human beings are essentially a storytelling species, then to study advertising is to examine the central storytelling mechanism of our society.
The correct question to ask from this perspective, is not whether particular ads sell the products they are hawking, but what are the consistent stories that advertising spins as a whole about what is important in the world, about how to behave, about what is good and bad. Indeed, it is to ask what values does advertising consistently push. from: Sut Jhally, Advertising at the Edge of the Apocalypse |
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He drank more Pepsi, wondering what she wore
under her snug-fitting jeans. Nora Roberts, Divine Evil. Romance Novel. |