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Advertising industries occupy an important mediating position between consumption and production, art and commodities, materiality and symbolic forms. Commercial advertisements can indeed be considered one of the dominant cultural forms of contemporary capitalist societies. Even if it is up to consumers to de-codify, select, and translate into their realities the meanings promoted by advertising, it is difficult for them to ignore advertising’s messages, including those they may consider embarrassing or offending. If the public is fascinated or offended, it is because, in trying to accomplish its commercial function, advertising often finds itself performing an ideological function. For instance, advertising uses different visions of masculinity and femininity only to make its products more attractive, but in this way it serves to propagate—involuntarily as this might be—those different visions. The ideological function of advertising shows its ambivalence: indeed, advertising images not only promote visions of identity, the family, gender, race, etc. which serve to reproduce cultural hierarchies and consolidate social differences, but also, especially with the development of increasingly diverse niche markets, they provide a space for minority, marginal and even subversive images to circulate widely. Likewise, advertising overall promotes consumption as a way of life, but it also accommodates a plurality of images of what consumption is and does to people and the world. These images may come to reflect the contested nature of commercialization and new visions of the consumer.

Roberta Sassatelli, Consumer Culture: History, Theory and Politics (2013), 117.

Comente o excerto apresentado (as ideias chave surgem a negrito).

 
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