8.8 Advertising and consumerism

Advertising and consumerism have profoundly shaped modern society, influencing our identities, behaviors, and values. From early print ads to today's digital campaigns, advertising has evolved to become a pervasive force in our lives, using psychology to capture attention and drive consumption.

This topic explores how advertising impacts self-perception, promotes consumer culture, and shapes economic systems. It examines critiques of advertising's effects on public health and the environment, as well as efforts to regulate the industry. Understanding advertising's power and future trends is crucial for navigating our consumer-driven world.

Evolution of advertising

• Advertising has evolved significantly over time, adapting to new technologies and shifting cultural norms
• The history of advertising reflects changes in media, consumer behavior, and societal values
• Examining the evolution of advertising provides insight into its role in shaping social norms and identity

Early print advertising

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• Print advertising emerged in the 17th century with the rise of newspapers and magazines
• Early ads were primarily text-based and focused on providing information about products or services
• Lithography and color printing in the late 19th century enabled more visually appealing advertisements (posters, billboards)
• Print ads played a significant role in the rise of consumer culture and the creation of national brands (Coca-Cola, Levi's)

Radio and television advertising

• Radio advertising began in the 1920s, allowing brands to reach a wider audience with audio messages
• Jingles and sponsored programs became popular forms of radio advertising (Wheaties, Lucky Strike)
• Television advertising emerged in the 1940s, combining visual and audio elements for greater impact
• TV ads introduced new creative techniques (animation, celebrity endorsements) and became a dominant form of advertising in the mid-20th century

Digital advertising landscape

• The rise of the internet in the 1990s revolutionized advertising, enabling targeted, interactive, and measurable ads
• Search engine advertising (Google AdWords) allowed brands to reach consumers based on their search queries
• Social media advertising (Facebook, Instagram) leveraged user data for highly targeted ads based on demographics, interests, and behaviors
• Mobile advertising has grown rapidly with the widespread adoption of smartphones, using location data and app usage for personalized ads
• Programmatic advertising uses algorithms to automate the buying, placement, and optimization of digital ads in real-time

Psychology of advertising

• Advertising leverages psychological principles to influence consumer behavior and decision-making
• Understanding the psychology of advertising is crucial for creating effective campaigns and critically analyzing their impact
• Psychological techniques in advertising can raise ethical concerns about manipulation and the shaping of desires and identities

Attention-grabbing techniques

• Advertisers use various techniques to capture and hold consumer attention in a cluttered media environment
• Vivid colors, bold typography, and striking imagery create visual contrast and draw the eye (Absolut Vodka ads)
• Humor, surprise, and novelty engage viewers and increase ad memorability (Old Spice "The Man Your Man Could Smell Like")
• Celebrity endorsements and attractive models leverage the halo effect, transferring positive associations to the brand (Nike's Michael Jordan ads)
• Sensory cues (music, sound effects, scents) create immersive experiences and evoke emotions (Intel's signature jingle)

Emotional appeals in ads

• Advertising often appeals to emotions rather than rational decision-making to create powerful connections with consumers
• Fear appeals highlight the negative consequences of not using a product or service (anti-smoking ads, insurance commercials)
• Humor and joy create positive associations and increase ad likeability (Budweiser's "Whassup?" campaign)
• Nostalgia evokes sentimental memories and taps into shared cultural experiences (Coca-Cola's "It's the Real Thing" ads)
• Aspirational appeals showcase idealized lifestyles or identities that consumers desire (luxury car ads, perfume commercials)
• Emotional storytelling builds empathy and creates narrative engagement (Procter & Gamble's "Thank You, Mom" Olympic campaign)

Subliminal advertising debate

• Subliminal advertising refers to the controversial practice of embedding hidden messages or imagery in ads to influence consumers subconsciously
• In 1957, James Vicary claimed to have increased Coca-Cola and popcorn sales using subliminal messages in a movie theater, but his study was later debunked
• Subliminal advertising is often confused with brief or fleeting images that are perceptible but not always consciously noticed (Husker Du ads in the 1970s)
• Most research suggests that subliminal messages are unlikely to influence consumer behavior significantly, as they are not processed deeply enough to change attitudes or actions
• While subliminal advertising is largely discredited, the debate highlights public concerns about manipulative techniques and the ethics of advertising

Advertising and identity

• Advertising plays a significant role in shaping personal and social identities, influencing how individuals perceive themselves and others
• Representations in advertising can reinforce or challenge societal norms, stereotypes, and power dynamics
• The relationship between advertising and identity is complex, as ads both reflect and shape cultural values and aspirations

Representation in advertising

• Representation in advertising refers to the inclusion and portrayal of diverse identities, including race, gender, age, sexuality, and ability
• Historically, advertising has often featured narrow, idealized representations that exclude or marginalize certain groups (predominance of white, thin, able-bodied models)
• Lack of diverse representation can negatively impact self-esteem and contribute to social inequality (colorism in beauty ads, ageism in media)
• Inclusive representation matters because it validates diverse experiences, challenges stereotypes, and promotes social equity (Fenty Beauty's wide range of foundation shades)
• Authentic representation goes beyond tokenism and seeks to portray diverse identities with nuance, depth, and respect (Dove's "Real Beauty" campaign)

Stereotypes vs diversity

• Stereotypes in advertising rely on oversimplified, generalized beliefs about certain groups, often perpetuating harmful assumptions and biases
• Gender stereotypes in ads often portray women as homemakers or sex objects and men as breadwinners or adventurers (Mr. Clean, Carl's Jr.)
• Racial and ethnic stereotypes in advertising can reinforce negative perceptions and contribute to cultural appropriation or erasure (Aunt Jemima, Native American mascots)
• Stereotypical portrayals limit the range of identities and experiences represented in media and can shape societal expectations and norms
• Diversity in advertising seeks to challenge stereotypes by representing a wide range of identities and experiences authentically and respectfully
• Diverse and inclusive advertising can promote positive social change by normalizing and celebrating differences (Cheerios' interracial family ad)

Shaping self-perception

• Advertising can shape self-perception by promoting certain ideals, values, and lifestyles as desirable or normative
• The pervasive use of idealized images in advertising can lead to negative body image and self-esteem issues, particularly among women and girls (Victoria's Secret ads)
• Ads that promote unrealistic beauty standards or link self-worth to appearance can contribute to eating disorders and mental health issues
• Aspirational advertising can influence consumer behavior by portraying certain products or brands as markers of status, success, or happiness (luxury car ads, designer fashion)
• Advertising can also shape self-perception positively by representing diverse identities and promoting self-acceptance and empowerment (Aerie's unretouched models, Dove's "Real Beauty" campaign)
• Critical media literacy skills are important for recognizing and resisting the influence of advertising on self-perception and identity formation

Consumerism and society

• Consumerism refers to the social and economic ideology that encourages the acquisition of goods and services in ever-increasing amounts
• Advertising plays a central role in promoting consumerism by creating desires, shaping values, and driving consumer behavior
• The relationship between consumerism and society is complex, with both positive and negative impacts on individuals, communities, and the environment

Defining consumer culture

• Consumer culture is a societal paradigm that emphasizes the acquisition and consumption of goods and services as a means of personal fulfillment and social status
• The rise of consumer culture is linked to industrialization, mass production, and the growth of advertising in the 20th century
• In a consumer culture, identity and social relationships are often mediated through consumption choices and brand affiliations (Apple vs Android, Coke vs Pepsi)
• Consumer culture is characterized by the constant creation and pursuit of new desires, often driven by novelty, fashion, and planned obsolescence
• Critics argue that consumer culture promotes materialism, individualism, and environmental degradation, while proponents highlight its role in driving economic growth and innovation

Conspicuous consumption

• Conspicuous consumption refers to the practice of purchasing and displaying goods and services to signal social status, wealth, or taste
• The concept was introduced by sociologist Thorstein Veblen in 1899, who observed the behavior of the nouveau riche in America
• Conspicuous consumption often involves the acquisition of luxury or premium brands that confer prestige or exclusivity (Louis Vuitton, Rolex)
• Advertising fuels conspicuous consumption by associating certain products or brands with desirable lifestyles, experiences, or identities
• Critics argue that conspicuous consumption reinforces social inequality, promotes unsustainable resource use, and contributes to personal debt and financial insecurity

Planned obsolescence

• Planned obsolescence is a strategy in which products are designed with a limited lifespan or are frequently updated to encourage repeat consumption
• There are three main types of planned obsolescence: technical (products break down quickly), psychological (products become unfashionable), and systemic (products are incompatible with newer systems)
• Planned obsolescence is often associated with the fashion industry, where trends change rapidly to drive seasonal purchases (fast fashion retailers like H&M and Zara)
• The technology industry also employs planned obsolescence through frequent software updates, incompatible chargers, and the release of new models (Apple's iPhone, Microsoft's Windows)
• Critics argue that planned obsolescence contributes to environmental waste, resource depletion, and consumer exploitation, while proponents claim it drives innovation and economic growth

Advertising's economic impact

• Advertising is a significant economic force, influencing consumer behavior, market competition, and global trade
• The advertising industry itself is a major contributor to economic activity, employment, and tax revenue
• The economic impact of advertising is complex, with both positive and negative effects on individuals, businesses, and societies

Advertising as a business

• The global advertising industry was valued at over $600 billion in 2021, with projected growth in the coming years
• Advertising agencies offer a range of services, including market research, creative development, media planning, and campaign management
• The advertising industry encompasses a wide range of media, including television, radio, print, outdoor, digital, and social media
• Major advertising holding companies (WPP, Omnicom, Publicis) operate globally and own multiple agencies and subsidiaries
• The advertising industry is facing challenges and opportunities related to digital disruption, data privacy, and the need for greater diversity and inclusion

Effects on consumer spending

• Advertising influences consumer spending by creating awareness, shaping preferences, and driving demand for products and services
• Effective advertising can stimulate economic activity by encouraging consumption, which in turn supports businesses and employment
• Critics argue that advertising can also promote overspending, personal debt, and the misallocation of resources towards unnecessary or harmful products
• Advertising's impact on consumer spending varies by factors such as industry, target audience, and economic conditions
• Studies have shown that advertising can have a positive effect on market competition and innovation by promoting product differentiation and encouraging new market entrants

Globalization of consumerism

• Advertising has played a significant role in the globalization of consumerism, promoting the spread of consumer culture and values across borders
• Global advertising campaigns have helped create international demand for products and services, driving the expansion of multinational corporations (Coca-Cola, McDonald's)
• The rise of digital advertising has accelerated the globalization of consumerism by enabling targeted, cross-border campaigns and e-commerce
• The globalization of consumerism has raised concerns about cultural homogenization, the erosion of local traditions, and the exploitation of developing markets
• At the same time, global advertising has also facilitated the exchange of ideas, innovations, and cultural practices, contributing to a more interconnected world economy

Critiques of advertising

• Advertising has been the subject of various critiques and controversies, ranging from its impact on individual well-being to its broader societal and environmental consequences
• Critics argue that advertising often promotes harmful values, behaviors, and power structures, while proponents defend its role in free speech, market competition, and consumer choice
• Examining critiques of advertising is essential for understanding its complex effects on individuals and society and for developing more responsible and ethical advertising practices

Promotion of materialism

• Critics argue that advertising promotes materialism by equating happiness, success, and self-worth with the acquisition of goods and services
• Advertising often presents consumption as a solution to personal and social problems, encouraging individuals to seek fulfillment through purchases rather than through experiences, relationships, or personal growth
• The promotion of materialism can contribute to feelings of inadequacy, anxiety, and social comparison, particularly among vulnerable populations such as children and low-income individuals
• Materialism has been linked to negative outcomes such as decreased life satisfaction, increased debt, and environmental degradation
• Some advertising campaigns have sought to challenge materialistic values by promoting experiences, social connections, and minimalism (Patagonia's "Don't Buy This Jacket" ad)

Advertising and public health

• Advertising has been criticized for promoting products and behaviors that can harm public health, such as tobacco, alcohol, fast food, and sugary beverages
• Tobacco advertising has been heavily regulated or banned in many countries due to its clear link to cancer and other health problems
• Alcohol advertising has been shown to influence underage drinking and binge drinking, leading to calls for stricter regulations and warning labels
• Fast food and sugary beverage advertising has been linked to the obesity epidemic, particularly among children and marginalized communities
• Pharmaceutical advertising, which is legal in the United States and New Zealand, has been criticized for promoting the overuse of prescription drugs and downplaying side effects
• Public health advocates have called for stricter regulations on advertising, such as banning ads targeting children, requiring warning labels, and promoting counter-advertising campaigns

Environmental consequences

• Advertising has been criticized for promoting unsustainable consumption patterns and contributing to environmental degradation
• The promotion of disposable, single-use products and planned obsolescence contributes to waste generation and resource depletion (fast fashion, plastic packaging)
• Advertising often encourages the use of fossil fuels and energy-intensive products, contributing to greenhouse gas emissions and climate change (SUVs, air travel)
• The globalization of consumerism, fueled by advertising, has led to the exploitation of natural resources and the displacement of local communities in developing countries
• Greenwashing, or the misleading promotion of products as environmentally friendly, can confuse consumers and undermine genuine sustainability efforts
• Some advertising campaigns have sought to promote environmental awareness and encourage sustainable consumption (Patagonia's "Buy Less, Demand More" campaign)

Advertising regulation

• Advertising is subject to various forms of regulation, including laws, industry codes, and self-regulatory bodies
• The purpose of advertising regulation is to protect consumers from false, misleading, or harmful advertising practices and to ensure fair competition in the marketplace
• Advertising regulation varies by country, industry, and medium, and is shaped by cultural, political, and economic factors

Truth in advertising laws

• Truth in advertising laws prohibit false, misleading, or deceptive advertising practices that can harm consumers or competitors
• In the United States, the Federal Trade Commission (FTC) enforces truth in advertising laws and has the power to investigate and prosecute violations
• Examples of false advertising include making unsubstantiated claims, using bait-and-switch tactics, or misrepresenting the price, quality, or origin of a product
• Comparative advertising, which compares a product to its competitors, is legal but must be truthful and not misleading (Pepsi's "Pepsi Challenge" campaign)
• Penalties for false advertising can include fines, injunctions, and the requirement to run corrective advertising campaigns

Advertising to children

• Advertising to children is a controversial area of regulation, as children are seen as a vulnerable population with limited ability to understand persuasive intent
• In many countries, there are restrictions on advertising to children, particularly for products such as junk food, toys, and alcohol
• The Children's Television Act of 1990 in the United States limits the amount and type of advertising during children's programming and requires clear separation between ads and content
• Critics argue that advertising to children exploits their developmental vulnerabilities, promotes unhealthy habits, and contributes to family stress and conflict
• Proponents argue that advertising to children can provide valuable information about products and services and that parents have the ultimate responsibility for mediating their children's media consumption

Self-regulation vs government oversight

• Self-regulation refers to the voluntary adherence by the advertising industry to codes of conduct and ethical guidelines
• Industry organizations such as the International Chamber of Commerce (ICC) and the Interactive Advertising Bureau (IAB) have developed self-regulatory frameworks for responsible advertising practices
• Proponents of self-regulation argue that it allows for greater flexibility, innovation, and responsiveness to changing consumer needs and technologies
• Critics argue that self-regulation is insufficient to protect consumers and that government oversight is necessary to ensure compliance and enforcement
• In practice, advertising regulation often involves a combination of self-regulation and government oversight, with varying degrees of collaboration and tension between the two approaches
• The effectiveness of advertising regulation depends on factors such as the clarity and specificity of rules, the resources and authority of regulatory bodies, and the level of industry compliance and public awareness

Future of advertising

• The advertising industry is constantly evolving in response to technological, social, and economic changes
• The future of advertising is likely to be shaped by trends such as digitization, personalization, and the growing importance of brand purpose and social responsibility
• Anticipating and adapting to these trends will be essential for advertisers, agencies, and regulators seeking to remain relevant and effective in the years ahead

Personalization and big data

• The proliferation of digital devices and platforms has enabled the collection and analysis of vast amounts of consumer data, from browsing histories to social media profiles
• Advertisers are increasingly using this data to create personalized, targeted campaigns that are more relevant and effective than traditional mass media advertising
• Programmatic advertising, which uses algorithms to automate the buying, placement, and optimization of ads in real-time, is becoming the dominant model for digital advertising
• The use of big data