The Influence of Advertising on the Society - Essay Example

According to Jurgen, new materials or new ideas tend not to unlock some form of space, but instead, they tend to expand the often confused and uncomfortable connections within the global economy (Phillips, 4). Hence, one immediately gets a feeling that Jungen work seeks to divulge aestheticization and politicize native items as the er complex and uneven arena for negotiation. Jungen provides an example in his life when at one point he noticed some tribal members purchased leather couches, not because they are represented by society as the passionate emblem of wealth as he thought, but because they had lots of hiding in them (Phillips, 4).

He believes that acquiring such material possessions should make individuals be interested in the manner in which the users fulfill the necessity for service, inside the extensive culture of society. For instance, the leather couch, or the professional player ought to act as some means of bridging the divide between the indigenous and wider cultures. This is a similar argument to Jhally views on consumerism, especially in his belief that advertising stresses a world in which desires in form of new materials, are reflected through the emphasizing of social relationships, rather than material possessions (Jhally, 3).

This is because Jungen appropriation and remodeling of universal but industrially manufactured consumer goods, reveals how such goods tend to portray an influential identity of a desirable global commodity. The most consistent stories told by the whole range of advertising is consumerism. Whereby more economic growth implies added consumption, as well as more productive. The entire range of advertisements insists on individual power, console, desires, appeals, and pleasures. The values stressed by the ads include taking desires and then preconceiving them to tie with the universe of commodities (Phillips, 5).

The assertions that advertising colonizes or dominates contemporary culture are not entirely spot on, since advertising by itself is not a hegemonic power, and every person possesses some capacity to understand the distinction between true and false.