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The Power of Advertising: Uncovering Its Influence on American Culture

This exploration delves into how the average American is bombarded with approximately 1,500 ads daily, shaping perceptions of identity and aspirations. Advertising serves dual roles of education and propaganda, subtly teaching us that happiness is purchasable and instant solutions to life's complexities exist. By appealing to emotions and promoting social comparisons, advertising cultivates feelings of insecurity, prompting unnecessary consumerism. This piece discusses the unconscious impact of advertising and challenges common beliefs about media influence, revealing its role in cultural socialization and aspiration creation.

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The Power of Advertising: Uncovering Its Influence on American Culture

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Presentation Transcript

  1. The Ad & the Ego

  2. Average American exposed to 1,500 ads a day

  3. Advertising: • Serves as education & propaganda • Tells us who we are & who we should be • Makes the world appear to be a certain way • “Sells” a pervasive set of values

  4. Advertising teaches us that: • Happiness can be bought • There are instant solutions to life’s complex problems • Products can fulfill us

  5. What gives advertising its power? • Works on an unconscious level • Gets us to believe we’re not influenced

  6. Third-person effect • People think others, but not themselves, are affected by media

  7. Advertising: • Originally delivered audience to advertisers • Now creates market for products

  8. Function of advertising “Production of discontent in human beings” – Bernard McGrane • We compare ourselves to images in ads • This makes us feel insecure • Encourages us to purchase things we don’t need

  9. Ads work on the symbolic level • The word “gives way to the image” • The process is unconscious • Appeal to feeling rather than to the intellect

  10. Which model of media effects do the creators of this video appear to subscribe to? • Minimal effects • Two-step flow • Powerful effects

  11. Explain the following: Advertising is a tool of socialization Advertising is the dream life of culture

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