chapter  10
21 Pages

Hidden Persuaders?: Advertising, Resistance and Pleasure

If the influence o f television violence has largely been the preoccupation of the political Right, advertising would appear to occupy a similar status for many on the Left. Advertising, it is often argued, is the primary source of the materialist ethos of our ‘consumer society’. It creates false needs, and promotes inaccurate and demeaning stereotypes o f many social groups. It plays on our fears and anxi­ eties, depicting the consumption o f goods and services as the solution to our problems, and pervading and distorting our perceptions o f human relationships.