Advertising and Global Consumer Culture

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If the main purposes of the media are to inform, educate and entertain advertising covers two of these, introduction of a product, the teaching of how it can be useful People are exposed to over 3000 adverts in one day. This essay discusses the particular values or meanings that advertising associates with the global, the ideas that challenges those particular meanings. Modern day advert competes heavily for audiences rating, and most of these contain a comedic nature but also for many products, commercials incorporate an adult nature a lot of the times. Whereas comedy may not appeal to audiences that use different languages, an advert that holds a sexual innuendo or at least star good looking people often, attracts more attention and is more appealing to most adult audience. Example of this can be the advert for Lynx Hydrating Shower Gel aired in September 2008; it features a couple wrestling each other wearing just their underwear, in it the girl’s pupil dilated as she watch the male character walk out of the shower suggesting that she develops instant desire towards him, especially after using the promoted product. This advert had no dialect and it is easily understandable, message is very simple, “guys use Lynx, your girlfriends will want you more”, because “sex sells”. Consumers seem to separate into social groups or classes from the products that they consume “Demassification further secured the industry’s reliance on lifestyle targeting and, along with the expansion of globalization changed the strategies of advertisers” (Leiss, Kline and Botterill 1997 P: 264). Demassification is the “breaking up of a large company the restructuring of a company into smaller independent operating entities groups” (msn dictionary). T... ... middle of paper ... ...on that those people are narrow-minded. Consumerism is made from the social consumption; to escape the current global recession, consumers need to be consuming. Advertisers delivers the product to consumers world wide, so it can becomes globally known, when everyone in the world knows about the product, which can also means the success of the advertising, which means the growing popularity in the product, and therefore it will sells easy. Reference: • • • Social communication in advertising: consumption in the mediated marketplace. (1997) By William Leiss, Stephen Kline, Jackie Botterill • Advertising and Integrated Brand Promotion. (2008) By Thomas O'Guinn, Chris Allen, Richard J. Semenik • Consumerism: as a way of life. (1998) By Steven Miles SAGE publications

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