Today I thought that I would take the time to re-cap on what I have learned from the Coursera classes I have taken so far. My course is affiliated with Duke University and is titled: “Advertising and Society.” The classes cover everything from ethics and advertising to gender representation in ads. While learning about these complex concepts -ethics and representation- is beneficial to my project, I realize that it’s essential that I take a step back to the basics. Furthermore, it’s important that my audience is aware that I have a solid understanding of what this thing “advertising” really is.

My first Coursera class covered the question of “What is Advertising” by providing three well-known definitions:

#1 Advertising is…

“Any device which first arrests the attention of the passerby and then induces him to accept a mutually advantageous exchange” -Art historian, James Laver

#2 Advertising is…

“The official art of a capitalist society” -Raymond Williams, social theorist

#3 Advertising is…

“Salesmanship in print” -John E Kennedy

From these three definitions, it is safe to say that advertising can be defined in three ways: broadly (any device to attract attention), narrowly (official art of capitalist society), and in terms of media (salesmanship in print). I think that Williams’ definition, in particular, is one that captures the deceiving essence of advertising. That at the end of the day, no matter how cinematic a commercial is or how empowering their message is -whether that be supporting the LGBTQ community or advocating for equal pay- an advertisement will always lose its sense of realness/ authenticity because of its close connection to capitalism. In other words, possibly it is debatable whether or not advertising is art. If it is, it’s a rather greedy and fabricated form of art which will always be backed by money and consumerism. This juxtaposition of art and capitalism offers an interesting look into the nature of an advertisement.

Perhaps recognizing this superficial nature of advertising has forced me to think in other wats about my essential question, which examines success in the advertising industry. In knowing that advertisements will always carry the motive to sell something, I continue to question the authenticity of commercials and the messages they promote. Although, at the same time, I realize that in order to be successful in this industry one must think less about the greedy motive to sell and more about the unique cultural influence you can have as an advertiser.

Overall, advertising is capitalist art. It is driven by money and consumerism. But, it also a medium to which important messages can be shared, these messages possibly driving social change.