Introduction advertising unit Structure

8.7 SOCIAL ASPECTS OF ADVERTISING 
Culture is total of tangible and intangible concepts that define a 
way of life culture includes art literature, music (tangible) and 
knowledge, morals, customs, laws etc. (intangible). It covers the 
attitude and values of the whole society which are passed from one 
generation to another. 
Habits, customs, attitude, beliefs and values are thus, a part of 
culture. Advertising is a product of culture. Advertising is an art of 
persuasion, but still people buy only those goods and services 
which they needs. What they purchase is the outcome of the 
cultural values. The consumer‟s behaviour is influenced by his 
family status, family life cycle, social relations, opinion leaders, 
reference groups etc. The value system is ever changing with the 
passage of time. With these changes on value system, the role of 
advertising keeps pace with the changing times. Once a particular 
set of values have been accepted by a society, the advertising as a 
social and business process tries to bring all those goods and 
services which are made to respect the value system. 
Critics of advertising points out that mass media supported by 
advertising have encouraged what is popular rather than what is 
good and in doing so have encouraged materialistic values rather 
than cultural ones. They cite the examples of films, serials that are 
shown on TV and on the big screen, which depicts scenes of rape, 
murders, and other acts of violence and crime. 
However, there are various social, religious and educational 
institutions to guide the people of a particular society in their 
behaviour. 
On the other hand, supporters claim that advertising do 
upgrade the cultural values for the betterment of the society. They 
cite the instances of advertising campaigns on family planning, drug 
abuse, noise pollution and other such public awareness advertising. 

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Thus it can be concluded that advertising upholds and 
upgrades the cultural values in several respect but in some cases 
advertising may be directly or indirectly responsible to the evil craze 
of materialism.