"In my opinion, television is the most powerful socializing ad enculturating force in society. It not only entertains us but also instructs us. even when is not trying to do so. Thus, it has usurped the roles formerly played by other actors who used to be dominant figures in the socialization process." When taken with the subsequent point, Berger here makes the case that we are raised by the television, and even more so, by the advertising industry. Personally I cannot think of many industries which have our best interests as a society less in mind, a profoundly disturbing idea.
I think the dominant idea in this chapter was simply that advertising is no longer a superego tuned sales pitch, but a loose association through the subconscious id.
Advertising is far more than simply what it says in this day and age; as a result, thinking about advertising in terms of a rational argument for a course of action or purchase will lead to a failure to connect with the customer, purchases have become fundamentally psychological, therefore it is necessary to understand the consumer in a psychological manner.
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