My Aims: • To research the advertising sector in relation to its effects upon the public and their perception of themselves. • To study and investigate certain philosophical concepts, both obvious and obscure, which can be connected with such research. • To contact individual advertising companies, both profit and not-for-profit, in order to ascertain any differences in their agendas. • To briefly survey the public as to their thoughts on the subject, a questionnaire was circulated among different groups of society. • Through study of philosophical concepts I hope to be able to develop my argument. • To briefly investigate whether we do indeed live in a culture of consumerism and its connections with advertising. • I hope to be able to conclude that advertising and the new consumerism leaves the individual in a state of confusion and identity uncertainty, with a particular focus on youth. Sources: I shall be focusing on one key thinker; Charles Taylor and his work: “Philosophical Arguments and Papers”. However, I shall also be focusing in a more general sense upon other individual works; • David Wiggins; “Sameness and Substance”. • Richard Sennett; “The Culture of the New Capitalism” and “The Corrosion of Character”. • Anthony Giddens; “Modernity and Self-Identity”. I shall also be using internet resources, research data, and contact with advertising companies and questionnaires to aid my project conclusion.