KUŞKULU REKLAM KAMPANYALARI VE ETIIC (Bölüm II)

In the 1990s, advertising plays to an adolescent population with money to spend. Consumption becomes not only the buying of necessary items, but a political and social statement of defiance of authority and disregard of rules they believe no longer apply them. For teenagers, does a response to an advertising campaign that shocks adults symbolize freedom from authority, parental choice, and parental mores? Does it give them an opportunity to participate in moral shock, to be able to chuckle at the arbiters of morals as they buy their Calvin Klein jeans and underwear? If so, it explains one element of the appeal of such advertising campaigns.Such a theory explains an integral connection between advertising and a society that highly values the consumption ethic.