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Comunicar Journal 20: Guidance and Mass Media (Vol. 10 - 2003)

Advertising or Devil´s names

https://doi.org/10.3916/C20-2003-26

Jorge-David Fernández-Gómez

Abstract

Advertising is undoubtedly considered the worst speech act in the contemporary mass media cultural context: manipulator of conscience, creator of needs, fan of lies, abettor of sex and violence... Has advertising really got such a great influence in terms of people´s manipulation? This paper tries to deal with this problem and clarify how fair its presupposed «devilish» condition is.

Keywords

Advertising, consumer, stereotype, marketing