How Does Advertising Affect the Ways in Which We See Ourselves Through the Media?
And repeatedly showing the detergent along with other things that we feel good about can make us feel good about the detergent, too. This transfer of our feelings from one set of items to another is called affective conditioning (the word affect means feelings).
These are noble objectives by any standards, but it is evident that contemporary advertising goes beyond these objectives into other inconceivable intentions.In their seminal article about the effects of alcohol advertising on young people, Smith and Foxcroft (2009) acknowledge that “healthcare researchers and workers have shown associations between exposure to alcohol advertising and drinking behavior in cross-sectional surveys” (p. 4). This particular study found that onset of alcohol consumption in adolescent non-drinkers at baseline was substantially associated with exposure to alcohol advertisements in traditional, print and electronic media.
It’s value is not in starting the fire, but in fanning the flames. Advertising’s cultural power stems from its ability to shape our perception and give a voice to those outside the mainstream. So what social issues will our advertising address over the next twenty years? To figure that out, we must first stop and ask ourselves — who aren’t we listening to today?
Hayko, G. (2010). Effects of advertising on society: A Review. HOHONU, 8, 79-82. Web.
Joshi, R., Herman, C. P., & Polivy, J. (2004). Self-enhancing effects to thin body images. International Journal of Eating Disorders, 35(3), 333-341.
Just Jared, Inc. (2013). Budweiser Super Bowl Commercial: ‘Clydesdales horses.’ Web.
Kalliny, M. (2010). Are they really that different from us? A comparison of Arab and American Newspaper Advertising. Journal of Current Issues & Research in Advertising, 32(1), 95-108.
Kumar, A. (2012). Dimensionality of consumer beliefs toward billboard advertising. Journal of Marketing & Communication, 8(1), 22-26.