Contemporary Cultural and Advertising Research Paper

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Culture and Advertising

The traditional meaning of culture refers to the way of life for a society or community. Culture comprises of beliefs, value, laws, ideas, and knowledge governing the living condition of individuals within the context of the society. In the contemporary world, this meaning of culture is losing its course. This is because of emergence of numerous components of culture in the modern world. These components include corporate culture, culture of journalism, and culture of poverty to mention a few. This trend shifts the definition of culture to describe the emotional context or setting and organizational character in relation to the word bearing the term culture. For instance, corporate culture describes the atmosphere or activities within the context of the corporate world. The way things happen within the context determines the meaning of culture. Advertisement involves the promotion of products or services with the aim of increasing consumer or societal awareness.

Advertisements aim at improving or enhancing the volume of production or sales thus development of significant revenue. This would enable companies or corporate entities to sustain their production and distribution methods and process. In the contemporary world, it is critical to carry out effective and efficient advertisement. This would enhance the connection of the society to the products and services of the organization thus relationship between the market and the business entity. In order to conduct effective and efficient advertisement, it is crucial to determine the target group or audience. This makes advertising necessary to adopt contemporary culture in order to capture the intended market group.

Contemporary advertisement revolves around celebrity as the growing culture within the corporate market. Celebrity refers to the person enjoying fame just for the fact of being famous. Celebrity depends on being famous to relate continuously to the society. "Sports celebrities are widely used in product advertisement to drive sales, by improving consumers' product recall and positively influencing their brand choice behavior" (Brody et al., p 133). Members of the society look upon the celebrities as prominent individuals because of their fame. This commitment to celebrities makes most societal members want to associate with them. The contemporary world revolves around the influence of the celebrities.

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Youths, who are the majority of the modern world, associate themselves with the celebrities. They want to live or put themselves in similar shoes just like the famous societal members (celebrities). Since most advertisements target the youths or working members of the economy, celebrities become vital tools and items for promotion. Advertisement has the effect of influencing the spending habits of consumers or society members. The main objective of advertisement is to convince the society members to adopt or apply the commodities or services of the organization conducting the promotion into their daily lives. The nature of advertisement would determine its impact on the society through the volume of transactions and revenues. Effective and efficient advertisement would improve on the production levels of the business entity thus enhancing the total revenues at the end of annual financial year. Advertisement also aims at reducing the overall cost of production and distribution of services and goods in the market.

There are numerous advertisement methods reflecting positive change within the society. These methods include television advertisement, press or newspaper advertisement, radio advertisement, meet-the-audience advertisements or promotions, and online advertisement. All these modes relate to the contemporary culture (celebrity) thus have a substantial impact on the decisions of consumers in relation to spending. Television advertisement involves the creation of a promotional video in relation to the product in the context. Traditional, television advertisement would involve any creative member of the society to participate in the promotional video. In the contemporary world, corporate advertisement undergoes radical changes in relation to promotional videos.

Society members no longer view these creative individuals in the promotional videos as effective and efficient to convince them on how to spend. This makes the situation necessary for the corporate culture to adopt the use of celebrities in their advertisements. Celebrities vary from different sporting activities to entertainment programs. This would….....

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