The promotional window into society

In this position paper, I argue for a structurationist understanding of advertising, exploring the current standing of advertising within western cultures, establishing advertising’s nature as a ‘distorting mirror’ of socio-cultural trends that can provide insight into the mental images and expectat...

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Bibliographic Details
Published in:New vistas 2022-04, Vol.8 (1)
Main Author: Olsen, Dennis A.
Format: Article
Language:English
Subjects:
advertising
cultivation theory
sociology of structuration
symbolic consumption
Online Access:Get full text
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Summary:In this position paper, I argue for a structurationist understanding of advertising, exploring the current standing of advertising within western cultures, establishing advertising’s nature as a ‘distorting mirror’ of socio-cultural trends that can provide insight into the mental images and expectations of its target audience. Outlining aspects of the reciprocal relationship between society and advertising, by showcasing how advertising can impact its audiences, the paper provides relevant takeaways of this view of advertising for both academics and brand managers.
ISSN:2056-967X
2056-9688
DOI:10.36828/newvistas.200