Influence Of Capitalism In Advertising

955 Words 4 Pages
The critical Marxist perspective struggles to understand the art in advertising because it recognizes the monumental impact that capitalism has. The artist or designer is selling their creativity; which is being driven by profit. Creativity is a product that can now be purchased by corporations in order to generate more profit. Capitalism exploits human talents and uses them secure and drive profits. These creative ads are made for consumers. Drawing back on our definition of capitalism and how every decision made within that system for the generation of profit, we can easily witness the correlation with advertising. From the reading “Advertising as Capitalist Realism” by Michael Schudson we know that advertisements adhere to the values already …show more content…
“Advertising is capitalism’s way of saying ‘I love you’ to itself” (232). We as a society have decided that what deems us fit as worthy is something that we can buy. Our society operates and flourishes on consumption and we deem this is a “normal” way of life. Advertising promotes a way of life or a solution to a problem. How do we show someone we love him or her? We provide gifts that we see in advertisements for on our televisions, telephones, and computers, even in the doctor’s waiting room. When it comes down to it advertising is simply a muddled down expression of capitalism.

Drawing back on the Olympic Games, an historic athletic event held every four years that is supposed to be a joining of cultures for sport and entertainment is now a capitalist ploy for advertising and ticket sales on a global scale. Major corporate sponsors pay millions of dollars for
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Year after year they are not only effectively selling their product they are doing so by relating to the consumer. The main reason advertising was developed in the first place is to sell goods in order to make a profit, by any means necessary. Coca-Cola has figured out that by tapping into our human emotions and aspirations they can make even more money. Take for example their recent “#ThatsGold” campaign for the Rio Olympics. This campaign features athletes who have won gold medals and shows that these “gold moments” of happiness can translate to simple pleasures in our own daily lives. The ads switch back from joyous moments of winning gold on the podium to celebrating special moments with friends or family. This inclusive campaign creates a sense of equality between athlete and viewer. Everyone can be gold. And you can achieve this sense of equality by drinking

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