Advertising and the Public Sphere

Ozlem Sandikci, Bilkent University
EXTENDED ABSTRACT - Critics have blamed advertising for manipulating people, creating and instilling false needs and values, promoting materialism, perpetuating stereotypes, and presenting a personal world of consumption sheltered from social problems (e.g., Haug 1986; Kellner 1990; Lasch 1979; Leiss, Kline and Jhally 1986; Pollay 1986; Schiller 1989; Schudson 1984; Williamson 1978). Many have condemned the advertising institution for its contribution to the development and reinforcement of an undemocratic social order by fostering concentration of enormous economic and cultural power in the hands of a few corporations (e.g., Jhally 1987; Kellner 1989; Schiller 1989). Although there might be some validity in these criticisms, developments during the 1990s, among which is the relocation of advertising to an explicitly political forum by companies, such as Benetton, Diesel, FCUK and Body shop, call for rethinking the role of advertising as something more than a hegemonic tool of the capitalist ideology.
[ to cite ]:
Ozlem Sandikci (2004) ,"Advertising and the Public Sphere", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 174-175.