PAIN IN THE BRAIN

Definitions of advertising

The concept has many definitions, some purely functional, therefore of lesser interest. In his work on the consumer society, Jean Baudrillard says advertising is « the industrial production of differences » within a society, in which advertising is neither true nor untrue, but existing in a referential "neo-reality" (Baudrillard/Boorstin).

Another fairly objective definition of advertising might be that of R.R. Walker. It is « the use of signs for the exchange of values ». He also states, quite reasonably, the following : « (…) advertising is part of marketing. Marketing is part of manufacturing. Manufacturing is part of business. Business is part of life. » Simplistic or pragmatic ?

If we accept its pragmatism, this view implies a ‘take it or leave it‘ attitude. Are we then to accept or reject advertising en bloc ? If so, by what would it be replaced and what would be the implications of such change ?




Soon : more definitions