advertising is subject to many negative accusations, the one above included. It is seen by many as a tool used to promote capitalism in all its negative and evil guises and manipulates its audience. Its manipulative powers have been accused of creating our consumerist society and our 'need' to buy and own things.
However, there is no instantaneous reaction to advertising, its effects can only be traced over a long period of time mostly because what is being imparted is a thought, set of values or even a way of thinking. In this sense advertising could be seen as an enlightening art form.
One design that effectively summaries the negative opinions held about advertising and its effects on consumerist society is the "I shop therefore I am" by Barbara Kruger
Exploiting stereotypes and gender roles is something that has come along with the prolific use of sex in many advertising campaigns. But does sex actually sell? The definitive answer is yes. It plays on the base genetic drives of human nature. I also adds a sense of attitude and riskiness to a brand identity.
there are also many positives to the discipline of advertising:
-It drives global economies.
(advertising even had a place in communist russia so its association with capitalism could easily be questioned.)
-It is a powerful artistic form.
(this is demonstrated by the beliefs mentioned above, why would people care if it wasn't really evocative?)
-Can change and effect popular culture.
(i.e. Coca-Cola father christmas.)
-advertising can enlighten, engage, inform, and raise awareness for good causes.
-Advertising can challenge and audience in such a way that stimulates thought, communicating the intellectual value of the brand and encouraging ongoing thought about the advert and what it was promoting, stimulating word of mouth.
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