In 11th grade English this week we looked at different print and video advertisements, examining the techniques used and the purpose of such techniques.
Although we’d like to think that we are above the fray when it comes to succumbing to the power of advertising, during our discussion it became apparent that with the amount of technology constantly surrounding us, advertisements have become pervasive, inflitrating every nook and cranny of our lives. This, of course, begs the question: since advertisements have taken a front seat in our world, do the advertisers then have an obligation to promote social progress and attempt to change the world for the better, all while hawking their wares? Companies like United Colors of Benetton certainly seem to have this as one of their aims, alongside the promotion of their products, but should other companies follow suit? Adding to that, when companies engage in philanthopic advertising, as with Gap’s Product (RED) campaign, are their intentions genuine, or must we consider the ethical implications of supporting an advertising company’s alleged philanthropy through purchase of a product that may not have been ethically produced?
Throughout our discussion the 11th graders brought up many excellent points and worked hard to tackle these questions, providing insightful thoughts and comments about advertising today. It was an invigorating discussion and certainly gave us all quite a bit of food for thought!
image from Benetton