Sut Jhally, a professor at the university of Massachusetts of whom won the distinguished teacher award, wrote in his essay “ Advertising at the Edge of the Apocalypse” that: 20th century advertising - the most powerful propaganda in human history - will destroy the world as we know it. The survival of the human race will depend upon our ability to minimize the harmful effects of Advertising. These effects will have lasting impacts on our culture, joy, and future.
According to Karl Marx, Capitalism depends on the sale of commodities. If enough commodities are not sold companies can not grow or survive. This means that they must find a way to sell their products or they will perish. This problem gave way to advertising - a way for companies to present their product in a way that makes potential consumers desire them. The Propaganda campaign grew extremely fast, as a staggering 175 billion dollars a year is spent on advertising. Advertisements of which could exist for anything, from pencils, laptops, plates, food and sports. Advertisements can be found anywhere - beneath your feet, on a building, on TV, on the internet, in a magazine and more.
A company will want to know the power and effectiveness of their ads and about the society it is marketing to. This is why companies need to know about the cultural role of advertising, not the marketing role. The cultural role tells an organization not only about the values of the culture, but also the notions of good and evil, and mortality and immortality. This information is important as it helps them to formulate their advertisements in a way that deeply affects the emotions of their consumers.
Advertisers are very good at effecting consumers emotions. They send the message that the way to happiness and satisfaction is through the consumption of their products. This is the constant message of every ad within the market of communication. Consumers however, should ask themselves, “ Does happiness really come from material objects?” The answer of which is no. In a series of surveys the subjects reported that what they really want out of life is: control of their life, high self-esteem, good relationships, leisure time, friends, and romance and love. This survey does not state that material items are not important, as they are necessary for sustaining a quality life, but that they do not give the satisfaction that advertisers claim. In fact, these advertisements actually lead us away from what actually satisfies us (relationships) to what does not (material objects). This is how advertising can actually reduce our chance of being happy by getting us to turn toward material objects.
Advertising not only leads toward discontentment it also provides the illusion that it markets toward society. However, ads address us not as members of a society but as individuals. They focus on our individual needs and desires, but do not talk about issues that must be handled in a society such as: poverty, health...