Are we slaves to advertising?

In my opinion there will always be a need for advertising in today`s world due to the high demand to have new products and make money. We need advertising to fuel the economy and without it, I don’t think we could survive the same.  People in today`s society tend to live above their means in order to fulfill their wants and not necessarily their needs. For instance if I was to buy a new car even though I would have to take a loan out to get it when instead  I could spend my money on things I actually need to live like food. I wouldn't want to live in a world without the media industry and if advertising didn't exist there would be no funds for the media industry to build upon. With the influx of a range of more products it leads to a rise in advertising as advertising companies need to compete with each other in order to sell their product. The more variety of products means the decrease in prices which increases consumption.  The more we consume the better our economy will be in my opinion.

Although we seem to have a healthy economy, is it really healthy to play on people`s emotions and desires in order for them to consume products?  Advertisers need people to feel connected to their product in order for it to sell which makes me question how much freedom I have when it comes to the products I buy. Every day I will be confronted by some form of advertising and I tend to ignore most of it but every now and again I will buy a product simply due to the way it was advertised. McStay sums up this idea by stating “The idea is that we consume what objects stand for rather than the objects themselves and their product function” (McStay, 2009:429).

It`s an interesting concept that people could be slaves to certain brands. For example I only wear bare mineral`s make up because it has been advertised as being better for your skin when I could have a cheaper product that could potentially have the same benefits. How do I know that what is being advertised is actually the truth? What small print have I missed because it was too much work to look for it? Is advertising acting as a solid foundation in order for our economy to grow or is it simply a brain washing machine that is defining us more by the things we have than the people we are?

A prime example of an advert that plays on people`s desires is the no.7 make up advert. The advertisement depicts a variety of women all different ages, sizes and ethnicity smiling after they have put on no.7 make up. Jessie J`s song sexy lady is playing in the background to make the advert seem culturally relevant and has the message that you will feel like an empowered, sexy woman if you wear this make up. It shows that no matter what size, age or background you have, you can be happy and desired if you buy this product which is something they cannot guarantee.

References

Boots, (6/8/2013). No 7 Make Up TV Advert Featuring Jessie J`s New Track Sexy Lady, https://www.youtube.com/watch?v=QWL5RocbFwE&noredirect=1&hd=1 . Accessed 1/4/2014.

Baudrillard, J. (1988) Simulacra and Simulations, In M. Poster (ed.) Jean Baudrillard: Selected Writings, Cambridge: Polity.

McStay, A. (2009) Consumer Society and Advertising, in Long, P.; Wall, T; Bakir, V. & McStay, A. Media Studies: Texts, Production and Context. London: Pearson Education.