PP247 Chapter 8-3: Unit 8 Reading 3
Document Summary
The making of self and world in advertising. The fault in associative advertising is not that it is deceptive or that it violates the autonomy of its audience. The advertiser wants people to buy (or buy more of) a product. This objective is largely independent of any sincere desire to improve or enrich the lives of the people in the target market. In order to ^ sales, the advertiser identifies some (usually) deep-seated non- market good for which the people in the market feel a strong desire. By non-market good it is meant something which cannot, strictly speaking, be bought or sold in a marketplace. Typical non-market goods are friendship, acceptance, and esteem of others. In most cases, the marketed product bears only the most tenuous (if any) relation to the non-market good with which it is associated in the ad campaign. Through ads, the marketed product is associated with the non-market desire it cannot possibly satisfy.
