Review Of Related Literature And Studies Essay Example

on how capitalism cultivates a culture tailor-made for a society that is structured on the core idea of maximizing profit through the creation and consumption of goods.

By referencing historical research, they illustrate how various aspects of the cultural realm, including science, advertising, reading magazines, politics, identity, and world view, undergo the historical transformation of commodification. This process leads to the formation of the so-called "consumer culture." This "consumer culture" represents not only an ethic and a lifestyle but also a power structure - it offers means for the elite to control society. Judith Williamson pioneered an examination of advertising that integrates semiotic analysis and ideological criticism through detailed inspection of individual advertising materials.

She contended the significance of integrating the method of addressing and the strategies ads use to involve viewers in ideological styles was critical. This focus on the function and impact of advertising on its audience encompasses significant inputs to the detailed analysis of advertising. She underscored the relevance of class and gender paradigms in advertising. In the work "Toward A Critical Theory of Advertising" by John Harms from Southwest Missouri State University and Douglas Kellner from The University of Texas at Austin, a critical theory of advertising functions with the aim of human liberation from unwarranted and unjust forms of subjugation.

The studies discussed in this article imply that advertising in contemporary culture plays an extortionate, unproductive, and controlling role and epitomizes an instrument of power that maintains capitalist superiority, inhibiting democratic participation and individual freedom. Looking at it from a historical and evolutionary standpoint, advertising compensates for the declining traditional social meanings by substituting them with concepts and impressions centered around private commodity

consumption.

Advertising tends to erode the psycho-cultural foundation necessary for contributions to a public arena and democratic involvement in societal life. The Study on the Theater of Consumption, expectedly, illustrates that advertisers use varying codes and tactics to attract a variety of audiences and genders. For instance, they employ and resonate with codes such as "beauty," "family ties," and "romance" when targeting female viewers. Conversely, terms like "ruggedness" and "fraternity" are used predominantly in advertising directed toward men.

Per the evaluation provided in SCA, the prominence and influence of advertising should not be viewed purely from an economic aspect, but rather a cultural one. Instead of considering advertising solely as a business strategy to expedite product sales, it should be acknowledged as a vital component of our contemporary culture. The importance of advertising stems from its role in consumer capitalism as it offers individuals crucial social information encapsulated in goods, which in turn shape interpersonal relationships and self-identity.

In a consumer society, advertising must be regarded as a vital institution because it fabricates "organized approaches to interpretation" which significantly contribute to individual social development and societal continuance. In the book 'Communication, Cognition and Involvement' written by Arjun Chaudhuri and Ross Buck, two distinctive types of implications that occur in advertising are detailed. The first results from impromptu communication leading to syncretism cognition (knowledge gained through direct experience), while the second spawns from symbolic communication leading to analytic cognition (knowledge obtained through explanation).

In the field of advertising, involvement is characterized as the power of an ad to motivate, conveyed through unforced and emblematic communication. This involves triggering both an emotional response (syncretic cognition) and the evaluation of this response

(analytic cognition) with respect to prospective goal-oriented actions. This article further formulates presumptions on how these involvement results could be linked to the advertising triggers that precede these results, including media, product categories, and advertising tactics. Recommendations for examining these assumptions are provided.