Promethean Advertising. A Philosophical Aproach

Promethean Role of Advertising A philosophical approach Oana BARBU West University of Timisoara

Gilles Lipovetsky’s theory ,[object Object],[object Object],[object Object],[object Object],[object Object]

Lipovetsky sets out three historical stages for defining the consumer society The first phase The second phase The third phase ,[object Object],[object Object],Rise of the advertising industry public access to all products The abundant society that lives in an unbalanced reality ,[object Object], hommo aestethicus ,[object Object],Advertising = the most important media phenomenon the contemporary era  hommo consumericus ,[object Object],[object Object],accent on the quality of life and care for the self  brands, individual experiences with products ,[object Object],[object Object], social-cultural changes are quantitatively and qualitatively linked to the consumption of any combination associated with those historical periods. ,[object Object]

advertising represents a discursive presence aimed at its public. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The mythical dimension of advertising Varda Langolz Leymore, The Hidden Myth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

advertising is two-faced when it comes to social communication: ,[object Object],[object Object],Raymond Williams: Advertising is the magic system of present times : a highly organized system of magical persuasions and of the satisfaction generated by these, very similar, from a functional point of view, as magic was to the archaic societies, but coexisting at the same time with the latest hi-tech ( Williams, Raymond, Our television , ed. Routledge, London, 1989 )

DILEMA: a magical realm could aggravate suffering, by continuously generating dissatisfaction ,[object Object],[object Object],[object Object],[object Object],not the advertisement’s products are the ones that disappoint, but the values associated with them

[object Object],[object Object],All in all, because of the importance of today’s public, We need to be careful when calling advertising a social trendsetter under current conditions.

Narcissus of our times ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promethean Advertising. A Philosophical Aproach

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