Perceived Value and Advertising: Cultural Impacts

Advertising is one of the main means of communication in our society, and its influence is no longer new. Since the 1960s, when philosopher and cultural critic Vance Packard warned about the 'conquest' of consumers' minds by advertising, the discussion about the impact of advertising on perception of value has been a recurring theme in literature on marketing and culture.

Information Structure

The information structure, which includes reorganizing the information into categories, is a fundamental element in forming cultural patterns. Advertising, as a source of information, has the power to reorganize our understanding of value. This happens because advertising, in general, presents a positive side of brands, hiding their darker face, such as labor exploitation and environmental contamination.

Received Value

The perceived value is the difference between the market value and the perceived value by the consumer. Advertising influences this perception, creating an attractive image of the brand and stimulating desire for the product or service. However, this influence is not just a market issue, but also a cultural one. Advertising shapes our cultural standards and promotes consumption identity.

But is that not a matter of personal choice?

It's not necessarily so. Individual choice is influenced by the cultural and social structures that surround us. Advertising is one of the main agents responsible for shaping these structures. Furthermore, individual choice capacity is also influenced by market concentration, which prevents choice by variety. This leads to a situation where choice is basically between limited options controlled by an oligarchy.

The discussion about the influence of advertising on perception of value is therefore broader and more complex than just an individual choice issue. It's a cultural problem that involves building meanings, identities, and social values. Advertising isn't just an agent that influences choices, but also shapes our understanding of the world we live in.

Ethical Responsibility

Ethical responsibility in advertising is a controversial and complex theme. Advertising has the power to influence consumer perception of value and choice, which can lead to negative consequences, such as worker exploitation and environmental contamination. It's important that marketing and advertising professionals consider the social and environmental consequences of their actions.

In conclusion, advertising is an important agent in shaping the perception of value, not only as an influence agent but also as a cultural meaning-shaper. It is essential that marketing and advertising professionals consider their ethical responsibility and social and environmental impacts. Only then can we build a more just and sustainable society.