Advertising: On Loyalty and Deception

The world of advertising is a world of assumptions and perceptions. These assumptions and perceptions often have a great influence on our lives. Some of these influences are clear and easy to understand (such as causing us to purchase goods) while other influences are far more sinister in nature. In 2004, Kilbourne went as far as concluding that advertising was causing women to be harmed by converting them to an object in the perception of the masses. In 2006 Fox noted that in the earlier years advertising mimicked reality, but now reality is beginning to mimic reality. Despite the fact that so many scholars have attested to the harmful affects that advertising has upon society, why do consumers often remain loyal to companies that they know are advertising deceptively?

History and Background

Throughout time, advertising has evolved from a small, singular action into a beast of an industry that our society depends upon to stimulate both global and domestic trade. The reigns of this beast are controlled by the major businesses of the world, and with the help of this beast these businesses are able to influence our decisions. Not unlike many other social developments of our society, this beast was born to fill a simple need; in this case, the need of alerting potential buyers of the existence of a product or service. After hundreds of years of evolution this beast began to have negative effects upon society. Imbued with the knowledge from its seemingly all seeing eye, it became able to harm consumers and influence institutions. Recently attempts have been made to tame this ferocious beast by governments of the world. These attempts came in the form of regulations that limit the places and products that companies are allowed to advertise. In order to understand how a simple action can turn into an industry that has become so invasive in our society one needs to be able to understand the story behind the beast.