Advertising and New Affluent Society

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Tutorial One | Week Two | Participation Worksheet
The Rise of Consumer Culture

The answers to these questions can be found in this chapter from your course reader: Leiss, William, Stephen Kline, Sut Jhally and Jacqueline Botterill. ‘Advertising in the Transition from Industrial to Consumer Society’. Social Communication in Advertising: Consumption in the Mediated Marketplace. 3rd ed. New York: Routledge, 2005. 67-92.


1. What role does advertising play in relation to what Daniel Boorstin calls ‘consumption communities’ (69)?

Consumption communities refers to the idea that groups of certain people share the consumption of a particular product. The advertisement aspect of 'consumption communities' endeavored to persuade (or better yet, encourage) the group of people that the product was best suited for their particular needs . He believed that not only was advertising a way of selling a product, but a way of amalgamating a community in the products they use by the advertisers knowledge of the consumers needs and wants.

2. According to Roland Marchand, how did advertisers help consumers ‘adjust to the tribulations of modernity’ (74-75)?

Advertisements assisted people dealing with and becoming more accustom to the sudden modernization of society by making strange and possibly outrageous corporations seem more civil (and humane) to decrease the intimidation bought on by the large power of the company. This allowed them to gradually bring in new thrilling products as well as continue to advertise the well known items to keep the target audience comfortable with the well known knowledge of the item, thus ensuring that they were not too over whelmed with the newness of the product.

3. What, according to Richard Pollay, is the difference between ‘informational’ and ‘transformational’ advertising (75)?

The 'informational' aspect refers to the fact that a consumer will be informed about a...
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