Περίληψη σε άλλη γλώσσα
If there is a type of language that characterizes post modernism, this must be advertising. Upon its emergence a new langue (a gender) was established with no precedent in the history of communication. Advertising is the communicational side effect of mass production, of similarities amongst the products and of tough commercial rivalry during the later phase of capitalist transformation. Hence advertising is consubstantial with the evolution of commercialism and consumption in Western societies. As a novel, multimode language, advertising establishes and signifies a mutation in the relationship of the producer to the consumer, creating their communication and a mutual transaction on a concurrency basis. A product’s or a company’s ads becomes the “product” itself. Apart from prettifying the use and usefulness of the product, ads glorify and thus alter the importance of the consumer act, transforming it to a reification factor of the individual. Investigating the influence of ads, we fi ...
If there is a type of language that characterizes post modernism, this must be advertising. Upon its emergence a new langue (a gender) was established with no precedent in the history of communication. Advertising is the communicational side effect of mass production, of similarities amongst the products and of tough commercial rivalry during the later phase of capitalist transformation. Hence advertising is consubstantial with the evolution of commercialism and consumption in Western societies. As a novel, multimode language, advertising establishes and signifies a mutation in the relationship of the producer to the consumer, creating their communication and a mutual transaction on a concurrency basis. A product’s or a company’s ads becomes the “product” itself. Apart from prettifying the use and usefulness of the product, ads glorify and thus alter the importance of the consumer act, transforming it to a reification factor of the individual. Investigating the influence of ads, we first acknowledge their micro-effect on consumers’ behaviour, as well as their macro-effect on the societal model; the first influences the frequency of product use and the latter the importance of it, within the social environment, especially when it symbolises social status. Brand awareness determines our appreciation for it. Apart from displaying, ads highlight the very act of consumption adding to the product an unrealistic importance. Ads instil desire to consumers and form consuming habits. Hence the question: can this obsessive prettification (which results from product similarity and extreme competition) transform into a reality indicator? And if so, what is the root of such an obsession? Is it the human need of differentiation, the insatiability of the psyche, or perhaps, both? Does it derive from the need of product differentiation, a proof of the unsaturated human psyche or maybe both? Usually ads modality is oriented towards imprinting onto consumers’ act. Blandishment is ubiquitous: “Because you deserve the very best” (see Ads 0.1 & 0.2) or “Amstel, because you like it so” both summarize morals and attitudes. Exaggeration becomes the norm in creating mentality trend. The above are testimonies of subcultures evident when viewed from retrospective. Nevertheless this doesn’t apply to all kinds of ads since each product category carries its own allegation. Assuming that ads effectiveness is measured by sales, exaggeration is merely one particularity of their influence. For example, the brand- name Mercedes-Benz and its quality, outweighs its purchasability. Consequently brand recognisability is not only a result of intense advertising but also proof of excellence. Nevertheless, ads are communicational evidences between companies and consumers, revealing the products’ promotional needs in conjunction to consumer needs and desires. Ads claim that products will improve daily lives. Their use and possession witness associations with social status. In that sense ads are indicators of consumer reification and therefore indicators of consumer culture. If anything, ads are evidence of business communication with their target-groups, expressing the “habitus” of the advertisers’ self-delusion which aims at increased consumer memory share thus ensuring or enhancing sales; on the other hand the “habitus” of consumers’ needs and desires, realities and illusions under which certain advertised products will improve their lives, increase their social status as proven by possession, use and showing off.The juxtaposition of ads from late 19th century up to early 21st century provides ample evidence for examining consumer behaviour in Greece. It will also offer essential data to monitor the advertising representational ratio, its claims and its evolution.
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