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Essay / Research Paper Abstract
3 pages in length. Deciphering what is real and what is fabricated used to be a relatively simple process where advertising is concerned, inasmuch as the industry as a whole lacked a finite understanding of the subtle nuances inherent to effective advertising. Today, however, is an entirely different ballgame where strategy is concerned; with the infusion of mass media and the Internet, Jay Chait clearly illustrates how the prospect of advertising in the twenty-first century is steeped within a precarious bubble of artificial desires and subliminal coercion. No additional sources cited.
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File: LM1_TLCJayChait.rtf
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inherent to effective advertising. Today, however, is an entirely different ballgame where strategy is concerned; with the infusion of mass media and the Internet, Jay Chait clearly illustrates how
the prospect of advertising in the twenty-first century is steeped within a precarious bubble of artificial desires and subliminal coercion. "The real lie in advertising--some would call it the
art of advertising--is harder to detect. Whats false in advertising lies in the presentation of situations, values, beliefs, and cultural norms that form a backdrop for the selling message"
(Chait, 2000). The prevalence of what Chait (2000) describes as "a world that is not our world but rather a collection of images and ideas created for the purpose
of selling" is best understood through the historical composition of consumerism, which was brought on by the coupling of industrialization and modernity. This artificial appetite for materialism was credited
with the onset of mass advertising, a component of social progress critics often argue is one of the greatest consequences to come out of such significant progress. Considered to
be the rumblings of a tremendous turning point in the history of mankind, the Industrial Revolution reflected a social fabric that was beginning to unravel; given the fact that people
were beginning to acquire mass quantities of commodities they had never before possessed created a contemporary attitude toward consumption. As such, the public began spending money, causing various industries
to take notice of such disposable income and look for ways to tap into this economic excess. Modernity represented progress while consumerism symbolized materialistic gluttony; when brought together, one can
easily understand how the union was to be a boon for the emergence of mass advertising. Chaits (2000) insight brings forth a better understanding that as people acquired more
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