COP Lecture 7 : Advertising

Advertising is a tool of capitalism to change established value within society. It has changed the image of women, from 1950's housewife to sexy glamour models.

It changes our perception of what we want or even need. It seductively lures us to to buy things.

The most effective campaigns are those that are long term.

Advertising often contains sexism and fulfills lots of stereotypes. But although it may be seen as negative, it drives global economies and drives creativity. often considered as a tool used by capitalism to change established values within society .

also considered influential in changing our perception and what we may need and want

no short term effect specific to product

modifies us over a long period of time,

often accused to explore sexism treating people as cultural stereotypes of their sex
then again... does sex actually sell?

if everything we’ve seen so far has been negative, or perceived as negative, what’s good about advertising?
1. it drives global economies

2. drives creativity
1st “wave of creatives” were revolutionaries who were creating utopia
2nd “wave” created persuasive communication to fulfill people’s dreams...

3. It is a very powerful form of art
Dali Adverts.
art feeds advertising and viceversa

conversely...

4. it shapes popular culture

5. it is endlessly entertaining

6. it can enlighten or inspire

7. it reflects values, hopes and dreams.

8. challenges you to do something

9. questions social norms and attitudes

10. raises social awareness