Comm 287: Advertising as Social Communication
September 17 , 2013
Criticism of Advertising
*Not all of them can be correct (by definition)
1. Why advertising exists?
2. How does advertising work?
3. What effects does advertising have?
WHY ADVERTISING EXIST?
John K. Galbraith – The New Industrial State
He argues/thinks, modern industrial society seems to be obsessed with
production of economical goods and economical growth.
There are always cost effects
He says 2 effects (costs)
o Ecological, resources and pollution, climate changes
o Social, industrial conflict, workers vs employers
Are the costs worth the benefits of the present situation?
-Present stress on production of good can be justified in 2 ways: Why so much stuff?
1. Production creates jobs
2. Production of goods satisfies consumer needs; driven by consumer demand
Main justification for stress on production!
Basis of tradition economic theory: theory of consumer sovereignty
The “Accepted Sequence”
For the accepted sequence to be vaild it would have to be shown that