ABSTRACT
3Where does advertising end and society begin? Kilbourne’s (1999) below observation clearly indicates that the two are closely intertwined in our culture. This chapter sets the scene by first overviewing the history of advertising and its links to key societal changes. I draw on historic and current examples of social and moral scrutiny that advertising is subjected to, in order to illustrate the close links between society and advertising. I then move on to defining advertising and provide a brief outline of how advertising is thought to work. Lastly, I discuss the mirror vs. mould debate – that is, the extent to which advertising reflects or shapes society and thus our culture.
