Advertisingas a Culture
Inthe video clip, Advertising and the end of the world, the commentatortalks about the negative impact of advertising. As the video begins,the commentator describes how advertising is a culture. He lamentsthe fact that the world has taken the concept of advertising too farto the extent whereby people apply the advertisements concept totheir personal lives. Advertisement is seen as a culture because itleads to serious transformation of human behavior and lifestyle.According to the commentator, advertisement has literally changed thesocietal way of doing things from the conventional to a moresophisticated manner. It has changed the society to a point wherebyone would think they believe in magic.
Thereare a number of advertisement examples which proves the fact thatindeed it is a culture. This can be seen by some of the positivepromise which certain advertisements give. For instance, someadvertisements promise instant gratification and a fulfilling lifeespecially after consuming certain products. Advertisement is alsoseen as a cultured due to the presence of a strong relationshipbetween consumption, distribution and production of goods. Thiscommercial culture has been transferred to human lifestyles today.
SutJhally examines the relationship between advertisement and happiness.He reckons the fact that advertisements have the potential totransform human perception of happiness. For instance, throughadvertisements, the society can turn to certain products which havebeen advertised on the media just so they can derive a feeling ofsatisfaction and happiness. Advertisements popularize the concept ofgetting happiness from a certain product. According to Jhally,advertising convinces human beings to buy certain products in orderto be happy in life. Advertisements evoke a feeling of happiness byfocusing on the products descriptions which bring about positivesocial effect. For instance, most advertisements will convincespeople to buy certain products for their social values such asrelaxation, self esteem, romance, maintenance of family ties, as wellas the possession of autonomy control. Advertisements advance thenotion that by buying some given commodities, human beings can get asense of satisfaction. This ensures that increased number ofcommodities is bought by the masses for the perceived notion of selfsatisfaction and increased happiness derived from their consumption.
Accordingto the documentary, advertising have significantly changed the waypeople view things. In essence, advertising provides a differentdefinition of what the society is supposed to be. Advertising strivesto create markets for specific products in the word. However, theseproducts are not by the entire society, but rather certainindividuals and their families. According to Jhally, there is nosuch thing as a society when it comes to product market. This is theconcept which advertising utilizes to market certain products in themarket today. Advertising looks at the market as individual peopleand their families as opposed to a general society. By looking at themarkets in this manner, advertising generally denies the concept of acommunity thus advancing some individualistic ideas instead ofcommunity. This practice serves to glorify certain concepts such asselfishness and greed at the expense of more human concepts such asgenerosity and compassion. In essence, advertising relegates theconcepts which are central to the conventional understanding of thesociety by focusing on the elements of earthly pleasures, desires,comforts, individual power and other self fulfilling ideas. This hasgreatly changed the way people consider the society and itstraditional values.
Humanbeings can turn around the world and think further into the futurethrough alternative consumerism. The concept of consumerism is what acapitalistic society thinks of at the moment. It believes thateconomic development can be achieved through more and more productionfollowed by continuous consumption. Unfortunately, this is not thebest way to run things in the world today. This method of doingthings will eventually lead to the depletion of resources after avery short time. If the current trend of consumerism continues, andfurther worsened by depletion of resources, food production,pollution, as well as industrialization, then this would mean thateconomic growth will come to a standstill in very few years.
Thegood thing is that these practices can be exchanged with betteralternatives. It will take collective responsibility if anysignificant change is to be made. This implies that the currentgeneration of consumers must look for a better way of doing this. Tobegin with, they must consider what the future generation will gothrough if they do not properly address the issue of consumerism. Oneof the ways to do this is to shun some of the concepts being advancedby certain advertisements. In most cases, advertisers do not have theinterest of the future generation at heart and only concentrate onthe present generation. This concept can be changed through theadoption of an alternative way of doing things. One way of doing thisis to disregard the false ideas being peddled around by advertisingand concentrate and consider other option which can bring aboutsocial change.
“Advertisingand the End of the World” Youtube, May 2014. Web 05.05.2014https://www.youtube.com/watch?v=_8gM0Q58iP0