What is an advertisement?
I have been grappling with the answer ever since that question was raised in class. According to dictionary.com, the word has a few different definitions:
1.a paid announcement, as of goods for sale, in newspapers or magazines, on radio or television, etc.
2.a public notice, esp. in print.
3.the action of making generally known; a calling to the attention of the public: The news of this event will receive wide advertisement
The first part of the definition seemed like the most obvious to me. It is the definition that people think of as soon as they hear the word "ad". These are the conscious commercials, the ones that we are aware of when they assault our brains. When you hear or see one of these "paid announcements", you know that they are trying to sell you something because they are relatively obvious about it. Any billboard or TV ad is there for the sole and explicit purpose of raising awareness and tempting consumers to buy, buy, buy.
The second definition is used less and less in today's modern America, most likely due to the fact that the first and third definitions are so widely referred to. In fact, under the word origin and history section the mid-fifteenth century definition was "'written statement calling attention to' something, 'public notice' (of anything, but often of a sale)". The English word comes from the French stem avertir, which means "public notice".
Finally, we come to the third definition, which is "the action of making generally known". In contrast to the first definition, this is the one that the average American needs to worry about. Everywhere we look, we see logos and pictures and brand names. These are the 6,000 ads that most Americans will see every day (according to Jimmy's most recent blog post). Even those who don't watch a lot of TV and don't listen to hours of radio and don't drive down billboard-lined streets will see thousands of commercials aimed at them (although most of us do all of these things daily). Each of those little images that represent a brand or company sends our brain a tiny message that says "recognize me! buy me! consume!!!!". This third definition most clearly captures what an advertisement is. In the article from the LA Times titled "Mapping the Mind: Searching for the Why of Buy", Robert Hotz explains why we recognize brands so quickly and easily. He wrote about a modified Coke-Pepsi challenge in which test subjects were given cola to drink without any indication of which brand it was. There was no real preference towards either brand. Next, he they were given a sip of cola while they were shown a logo, but not necesarily the one matching the drink. The preference for Coke was staggering.
What this means is that advertising is everything. It determines how we think and creates associations in our brains. Every time we see a logo or picture or brand name, we are being assaulted with ads.
Is this a bad thing?
Probably, but welcome to the free-enterprise system.