Culture, Advertising and Consumption
As a highly pervasive and universal channel of communication, the importance of advertising cannot be overstated. Advertising can reinforce existing values and, in certain cases, can also create new values and needs by inculcating new expectations for the consumer and reinforcing certain values and needs inherent in the role of the product. However, the notion of the power of advertisements over the consumer is far-fetched. Consumers are not simply easy to manipulate and non-rational; there are also rational, calculating and efficient consumers who are aware of their aims and wants. This chapter concludes that traditions and social practice can only be suggested to consumers and that they are chosen by consumers either on an informational level or due to an emotional connection, based on their ability to gain information or tap into emotions.
KeywordsAdvertising Culture Consumption Consumer behavior Global consumer culture
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