chapter  5
31 Pages


Advertising's goal is to cause us to act. It promotes something and asks us to spend money, practice safe sex, or reelect a congressman. The power of advertising is strong in Western culture. Advertising uses both the power of Popular Art as weH as that of Design Art to shape people's desires and commitments. It is used to give us vicarious experiences as weH as to package products and shape the consumer's personal identity.