Advertising and Public Relations as Institutions of Abundance

There are numerous institutions that currently exist in today's society. They have been mainstays of our culture for hundreds of years and offer us a source of tradition and stability. Examples of these institutions include the church, school systems, marriage and family. In the communication world, advertising and public relations have proven that they also deserve the title of "institution."

David M. Potter makes a strong argument for advertising as an institution, namely, an institution of abundance. Advertising dominates the media, and it shapes cultural standards. "...Institutions guide the life of the individual by conceiving of him in a distinctive way and encouraging him to conform as far as possible to the concept."[1] What is in the best interest of the consumer is not in the best interest of the advertiser. In today's society, supply outweighs demand, and therefore, it is necessary for advertisers to distinguish their product on either trivial or essential grounds - whichever will appeal more to the consumer. In return, advertisers must use an approach that will grab the attention of the consumer, and make that consumer feel like they cannot live without a certain product.

Public relations is another institution of abundance that has flourished in recent decades. Dr. Joyce Wolburg highlights numerous functions of public relations including: creating high demand for new products, assisting organizations in crisis situations, helping organizations restore damaged reputations, and gaining public support for various government organizations, among many other functions.[2] Public relations clearly provides crucial functions for companies and organizations in our capitalist society.