Advertising and Society

Does advertising emulate society or does society emulate advertising?

"What came first the chicken or the egg?"


In my opinion, there is no "either/or" side to this question, I believe it's a never ending circle. From the beginning of time, differing societies have cultivated their own ideals. Each person found like qualities among his/her peers and adapted to the perceived "perfection" to the best of their ability.

However, as time has evolved and the media has taken over, forced "perfection" is among us everyday. Whether turning on the radio or television, flipping through a magazine or browsing the internet, "the must have.." or "the hottest new look.." is an immediate feeling of want.. and need.

Advertising has built a formulated system in discovering a target market and intensely reaching out to them. They emulate society by way in which their ideas originate and then run with new, creative ideas of their own, re-shaping the already existing condition.

Nowadays, our culture is extremely "media-hungry" as society in turn, emulates advertising. The young and old alike, want instant gratification and are willing to go the extra mile just to "fit in." Accumulating products now serves as status boosters, and body image is of dire concern. Diet pills and thin celebrities set the "perfection" weights, and their styles are sought after.

Either way, this cycle will only be defeated if people are willing to change. There's no reason that advertisements can't just be ideas, an aid in which one uses to create their own ideals and "perfection." The negative attributes the media brings could be reshaped and turned into a positive.

"Perfection" one day could stand as one's own true happiness, instead of a level of peer acceptance and admiration.