2010 Abstracts Stage 3

To What Extent Is Advertising Used to Support the Capitalist Society? In Relation to the Works of Karl Marx, Guy Debord and Jean Baudrillard

Chloe French, 2010, Stage 3

Aim: The aim of the project is to assess whether advertising is a central tool to deceive and manipulate the capitalist society.

Territory: In the Modern World the importance of advertising is steadily on the increase, my Stage Three Project evaluates the problems which arise from Advertising within a Capitalist Society. This study shall attempt to analyse the role advertising plays in dictating the masses and its relation to the consumerist capitalist society. I will discuss false advertising and how it targets particular groups of individual, for example young girls in the fashion and beauty industry

A capitalist society was shaped during the 20th century when there was a certain transformation within the system of production. It changed form a society of small decentralised units to one of leviathan International Corporation; this is partly due to increase in advertising as there was a demand from a vaster quantity of consumables. In a capitalist state the political system controls the economy much more forcefully than in the 19th century, I shall be analysing the change Capitalism has had upon the advertising industry.

Philosophical Thinkers

Karl Marx – Critique of Capitalism and his ideas of Commodity Fetishism. Marx’s work refers to the consumer culture characterised by omnipresent adverting and the diffusion of techniques of advertising into all realms of life.

Guy Debord – The Situationist thoughts within his works ‘Society of the Spectacle’, he expresses his central ideas on the spectacle and how to escape the reality of a Capitalist society, which has influenced an increase in Advertising.

Jean Baudrillard – Jean Baudrillard was one of the, combined his work with philosophy and social theory. Being a foremost thinker to critique contemporary societies, culture and thought he has written several works relevant to consumerism and advertising.

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