Advertising Promotes Conformity

Although it claims to promote individuality, most advertising promotes conformity. Describe a specific situation in which advertising might promote individuality rather than conformity. Discuss what you think determines whether advertising promotes individuality or conformity. In today's world, it is difficult to go throughout one's day without being bombarded by advertisements. One usually associates ads with the bothersome television, radio and internet pop ups. However, companies' ability to market their items reach deeper than that. Women touting their monogrammed Louis Vuitton bags and teenagers wearing labeled Abercrombie t-shirts are few examples of company advertising without paying for print space in a magazine. Indeed, advertising executives have perfected the art of selling their items and specifically tap into people's innate need to feel accepted and fit in society. Especially in a consumerist society, such as the United States, people literally live their lives with the desire to conform. Everyone wants to achieve the so-called American dream where they can choose to work hard and reap the (monetary) rewards. Advertisers, no doubt, feed into this need for Americans to show that they have "made it" and can afford a lifestyle experienced by movie stars and top executives. Thus, middle class women will spend an inordinate amount of their paycheck to buy those Chanel sunglasses sported by Paris Hilton on US Weekly and their husbands will work day in and day out to purchase that sports car that will make them feel alive again--as exemplified by the sleek 30-second ads on television. Indeed, the ubiquity of advertisements has tricked people into believing that they cannot be worthy unless owning their "coveted" items. Advertisement executives, of course, do not say that their potential customers would be conforming with society by buying their product. They twist it in a way to make them feel like they would be setting themselves apart from the rest of society; for example, by buying that diamond necklace, a woman will be distinguished from the rest and be more beautiful. The reality is that people who buy products in an attempt to be above the rest are conforming to society's standards of what makes people fit in and look successful. Advertisers have an interest in making a profit and selling more items, so they take advantage of people's need to feel better about themselves. Occasionally, companies sell products that actually benefit people and help them to "find themselves" and tap into their inner creativity. This may be in the form of instructional books or motivational speaking series. However, the need to reach as many people as possible requires even these beneficial products to be marketed in a way that make customers feel like "everyone is doing it." The reality is that most people are afraid of being different from the others and would rather choose to be like everyone else. Advertising executives understand this need and promote their products appropriately. In almost all cases, advertisements target people's desire to fit in society. The products themselves may actually promote individuality; however, companies will realize more sales if customers see their products as an "in thing" and that the services have worked for everyone else. Indeed, the array of advertising permeating society will continue to contribute to society that lives beyond its means in a need to reach the American dream and feel that they have "made it."