The Effects of Advertising on Societal Cultures and its Reflections on Graphic Design Practices

Abstract

Human beings, being social creatures, have always needed communication (McLuhan, 1994). These channels of communication have continuously evolved up to the present day, thanks to historical developments and technological innovations (Bateson, 1972). From the Stone Age to the modern internet era, the most significant use of communication channels, beyond individual communication, has been for promotional and advertising purposes, where mutual products and services are offered to consumers for a certain fee (Kotler & Armstrong, 2016). The diversity of communication channels and the variation in customer potential have led advertising agencies to adapt their strategies according to different societies and cultures to effectively deliver products and services to consumers (Drucker, 1999).

This thesis examines how advertising agencies interpret societal cultures and habits, how they increase sales by establishing an emotional connection between consumers and products or services, and how they create interactions by leveraging the strengths of different cultures (Hall, 1973). Specifically, within the context of graphic design, it will address how advertising works using examples from significant figures and works in art history to enhance public appreciation and engagement (Gombrich, 1995). This analysis will provide a foundation for understanding the impact of advertising on societal cultures and its reflections on graphic design practices (Eagleton, 1990).