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People should be warned against becoming part of an advertising culture

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People should be warned against becoming part of an advertising culture by Cristina Nuta -

Nevertheless, it seems clear that the advertising outlets that exist today- TV and radio commercials, prints ads, billboards and taxi tops- will be inadequate for accommodating all the commercial messages that are agitating to get out. Advertising will therefore inevitably slip beyond the boundaries of the 30-second commercial and the full-page ad and migrate to the rest of the world, including entertainment, journalism and art.

You can glimpse the future now. Product placement in movies is an obvious instance of where advertising has slipped outside its traditional container into entertainment. The music channels which are an entertainment medium designed expressly to sell records, are another classic example. Every time an artist mentions a brand in their lyrics , advertising slips into art. If you have a tattoo of your team's name, you're already there. If you wear a T-shirt with a logo on it, you're also there but with less pain. Eventually, every surface that can display a message will be appropriated for advertising. A backlash is inevitable. Perhaps people will pay a premium to live in advertising-free zones.

People get very nervous when they see the line blurring between advertising and other forms of content; they think advertising is some kind of infection that pollutes the purity of art, ruins objectively and distracts from the pleasure of entertainment. Yet this is missing the point. Surely consumers are smart and perfectly aware when they're being sold something; surely people who go to company websites are happy to find worthwhile information there and are capable of distinguishing between a commercial message and an editorial one? Art and journalism, until they became pretentious in the late 20th century, always relied on direct subsidy from private sources.

Don't think for a minute that commercial interests didn't enter into it. The genuinely disturbing aspect of the ubiquity of advertising is that it has begun to supplant what was formally civic. Even the parks are gradually being renamed after corporations. That's when advertising has gone too far: when it's become something we are, rather than something we see.
People should be warned against becoming part of an advertising culture written by Cristina Nuta for FamousWhy.com
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Tags: advertising, culture, commercials, print ads, billboards, taxi tops



Category: Business Articles  - ( Business Articles Archive)

Date Added: 30 July '07


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