Does Advertising Indoctrinate?

Advertising is a powerful tool that shapes our perceptions and influences our behaviors. Through various forms of media, advertisers subtly guide us towards valuing certain things as high-status or desirable. But does advertising go beyond just influencing our preferences and actually indoctrinate us into internalizing societal values?

Advertising as an Agent of Social Cues

Advertising plays a significant role in our lives by providing us with social cues. These cues can range from the latest fashion trends to the most sought-after gadgets, and from the best restaurant deals to the most popular vacation spots. We absorb these cues not only from advertisements but also from various other sources such as street culture, visits to family homes, meals with loved ones, TV shows, movies, and educational environments. These social contexts help shape our perceptions and aspirations.

Society Indoctrinates, Media Amplifies

We are social beings who constantly seek to fit into our communities and societies. Society indoctrinates us through a variety of channels, of which advertising is just one. Yet, media, especially mass media, plays a substantial role in shaping our understanding of societal values. Hence, while advertising is an integral part of this media landscape, its role is not overtly different from other forms of social influence. However, the unique aspect of advertising lies in its problem-solving function. Advertisements often highlight and emphasize issues in our lives, thereby inspiring a desire for solutions to these issues.

Advertising's Cumulative Effects

The cumulative effect of this continuous exposure to advertising is that it makes us more self-conscious. We become more aware of the problems in our lives that advertisements have successfully highlighted. This awareness prompts us to seek solutions in the form of products or services, often bypassing other potential methods for resolving these issues. In essence, advertising influences our perception of what problems exist and how we should address them.

For better or worse, the modern consumer society and mass media advertising are intertwined. Advertising not only points out problems but also offers solutions, aligning itself with the core functioning of consumer society. This relationship can be either empowering or manipulative, depending on how we as individuals choose to engage with it.

Embodying Consumer Culture

Consuming advertisements becomes a crucial part of our everyday lives, reflecting our aspirations and desires. Through advertising, we are often presented with an idealized version of what life should be like, which we may or may not internalize. However, the cumulative effect of prolonged exposure to such messages makes it more likely that we adopt these ideals as our own, thereby playing a role in our own indoctrination into the values and norms of consumer culture.

Conclusion

In summary, while the traditional view of advertising as a tool for shaping consumer behavior holds true, it is also important to consider its broader role in society. As social creatures, we are influenced by a multitude of factors, including both direct and indirect elements of advertising. Understanding this connection can help us navigate the complex relationship between advertising, consumer society, and our personal values and aspirations.

Keywords

- Advertising Indoctrination

- Consumer Society

- Mass Media