Socio-cultural Approaches to Advertising Review - Essay Example

The author also points out that gradually advertising was able to colonize all the areas of social life, while popular activities of the past not require sponsorship. Moreover, nowadays the excessive amount of advertisement has created the “noise” which does not allow individual message to stand out which encourages people to be even more creative. As a result, the space where people live, the lens through which they observe the world and the group on which they rely are heavily affected by advertising.

There is another dimension of the issue that should be addressed, namely the role commercials play in the process of story telling which is essential to the human civilization in general. In other words the values that are conveyed by contemporary advertising should be examined carefully. The author suggests that the modern way of life that is being promoted draws a strong connection between happiness as well as consumption of commodities. Nevertheless, as numerous researchers show, people cannot fully agree with the above mentioned statement and tend to put emphasis on other values such as family or friendship.

This is reflected in the shift which happened in the advertising according to which it was not characteristics of the products which were emphasized to attract the people, but social values that they were thought to provide. All this leads to the fact that advertisement represents the dreams of the people and the way these dreams are translated into material objects. So, when people buy a product, they think that they are becoming closer to their dream. Nevertheless, if one takes a close look at the process that is really happening, one can not help noticing that consumption of a product actually drives a person away from the desired result.

The next aspect of the issue in question that is being analyzed in the text focuses on