ASSOCIATION FOR CONSUMER RESEARCH
Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802
Advertising and the Public Sphere
Ozlem Sandikci, Bilkent University
EXTENDED ABSTRACT - Critics have blamed advertising for manipulating people, creating and instilling false needs and
values, promoting materialism, perpetuating stereotypes, and presenting a personal world of consumption sheltered from social
problems (e.g., Haug 1986; Kellner 1990; Lasch 1979; Leiss, Kline and Jhally 1986; Pollay 1986; Schiller 1989; Schudson 1984;
Williamson 1978). Many have condemned the advertising institution for its contribution to the development and reinforcement of an
undemocratic social order by fostering concentration of enormous economic and cultural power in the hands of a few corporations
(e.g., Jhally 1987; Kellner 1989; Schiller 1989). Although there might be some validity in these criticisms, developments during the
1990s, among which is the relocation of advertising to an explicitly political forum by companies, such as Benetton, Diesel, FCUK
and Body shop, call for rethinking the role of advertising as something more than a hegemonic tool of the capitalist ideology.
[to cite]:
Ozlem Sandikci (2004) ,"Advertising and the Public Sphere", in NA - Advances in Consumer Research Volume 31, eds. Barbara
E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 174-175.
[url]:
http://www.acrwebsite.org/volumes/8877/volumes/v31/NA-31
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Advertising and the Public Sphere
Ozlem Sandikci, Bilkent University
EXTENDED ABSTRACT
helps people in constructing their identities through providing
Critics have blamed advertising for manipulating people, lifestyle and role models; it operates as a significant site of popular
creating and instilling false needs and values, promoting material- cultural production. If advertising is capable of performing all of
ism, perpetuating stereotypes, and presenting a personal world of these roles, perceived as positive or negative depending on the
consumption sheltered from social problems (e.g., Haug 1986; ideological position of the researcher, then can it undertake a new
Kellner 1990; Lasch 1979; Leiss, Kline and Jhally 1986; Pollay role that reconciles capitalist aims and critical consciousness,
1986; Schiller 1989; Schudson 1984; Williamson 1978). Many however perplexing it may appear? Critical studies often consider
have condemned the advertising institution for its contribution to advertising and citizenship as a contradiction, arguing that adverthe development and reinforcement of an undemocratic social order tisements obscure the real issues of society and erode the critical
by fostering concentration of enormous economic and cultural abilities of people to think and act as politically and socially
power in the hands of a few corporations (e.g., Jhally 1987; Kellner conscious individuals. However, by addressing highly charged
1989; Schiller 1989). Although there might be some validity in social and political issues and shocking middle class values and
these criticisms, developments during the 1990s, among which is sensibilities, these ads transform advertising to a language of
the relocation of advertising to an explicitly political forum by conflict instead of consensus, incite debate and dialogue about
companies, such as Benetton, Diesel, FCUK and Body shop, call for social and political issues, and create almost a Habermasian public
rethinking the role of advertising as something more than a hege- sphere (Falk 1997; Meijer 1998).
When we think of advertising as a potential site of the public
monic tool of the capitalist ideology.
In the past decade, a handful of companies began producing sphere, three questions emerge. First, to what extent advertisements
advertisements that carried explicit political and social messages. induce public debate and dialogue around issues of general interest?
Pioneering this move was the Italian clothing company, Benetton, Second, who are the agents participating in this communicative
whose advertising featured, instead of product pictures, images of action? Third, what effects does such public communication
AIDS, wars, environmental disasters, racism, and convicts on death generate? The fame of Benetton ads stems from their ability to enter
row. Benetton ads quickly entered into the public discourse, pro- into the public discourse. These advertisements stimulate two
voking heated discussions. So far, the discussions concerning different types of discussion. On the one hand, they incite debates
Benetton style advertising have included two opposite views. Some around the social and political issues they portray, i.e., Benetton’s
blame the company for emotional manipulation and commercial- “Looking At Death in the Face” campaign and the discussions it
ization of serious social issues; others praise it for highlighting the generated about death penalty. On the other hand, they incite
very same issues. Whether one likes or hates them, however, they debates about the appropriateness of advertising as a medium to
generate academic and popular debate. In this paper, I am interested voice political and social commentary. Multiple “publics” includin neither finding the true intent of Benetton nor judging its ethics. ing consumers, retailers, company officials, intellectuals, interest
Rather, I explore the implications of this advertising style for the groups, civil organizations, advertising professionals and industry
advertising institution and democracy. Given these concerns, the organizations participate into the debate. These publics possess
objectives of this study are twofold. First, I explore what makes different levels of economic, political, and legal power, represent
these advertisements so controversial. Second, I discuss the possi- different interests, and voice conflicting views. The form of their
bility of a performative function for advertising, which in addition participation ranges from outcry, complaint, criticism, approval
to selling products can incite public debate and dialogue on social and appreciation. The effects of these advertisements appear to be
and political issues, and foster positive notions of identity and at two different levels: opinion formation and action taking. By
inciting debate around the social/political issues they communicate
citizenship.
Unlike ads that promote social causes, Benetton advertise- and the functions of advertising institution, these advertisements
ments challenge representational and ideological norms of adver- motivate various publics to form opinion, be it in favor or in
tising. Traditionally, advertisements, given their commercial goal opposition. Second, they induce different publics to take action
of creating a positive image for the brand, show the pleasurable and toward the company. The actions can range from writing comhappy experiences associated with the product. In many campaigns plaint/appraisal letters, boycotting (by both consumers and retailof Benetton, however, the iconic images of human suffering and ers) or purchasing of the company products, and ultimately banning
distress replace the images of fantasy and happiness. This con- the advertisements.
Conceptualizing advertising as a potential site of the public
scious attempt to replace the fantasy of consumption by social and
political commentary not only violates the structural norms of sphere opens up several future research avenues. First, how do
advertising but also problematizes the cultural codes that distin- different groups of consumers read and respond to these
guish genres in terms of whether they represent the “reality” or the advertisements? Second, how does social dialogue stimulated by
“unreality.” Furthermore, these advertisements upset the assump- advertisements shape identities of individuals and foster virtual
tion that advertising is confined to the personal world of consump- communities of consumers, or “neo-tribes” (Maffesoli 1996; also
tion by invading that realm through the incorporation of political see Cova 1997). Third, while these advertisements create awareness
about the brands they promote, to what extent does increased brand
and social issues into their message.
While we can easily condemn these advertisements by arguing awareness influence recall, attitudes, purchase intentions, and brand
that they commercialize important issues to create publicity and sell image?
products, we can also explore whether such advertisements point to
a transformation of the advertising discourse in late-capitalist References
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Advances in Consumer Research
Volume 31, © 2004
Advances in Consumer Research (Volume 31) / 175
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