The promotional window into society.

Abstract

In this position paper, I argue for a structurationist understanding of advertising, exploring the current standing of advertising within western cultures, establishing advertising’s nature as a ‘distorting mirror’ of socio-cultural trends that can provide insight into the mental images and expectations of its target audience. Outlining aspects of the reciprocal relationship between society and advertising, by showcasing how advertising can impact its audiences, the paper provides relevant takeaways of this view of advertising for both academics and brand managers.

Keywords

• advertising
• sociology of structuration
• symbolic consumption
• cultivation theory