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Essay On Advertising And Globalization

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Globalisation is defined as the process in which cultures have influenced each other. This influence has been brought about by the trade of goods, the trade of information and immigration of people. A Culture can be defined as the ideas, customs and social behaviour of a society. Through globalisation, a society’s culture is susceptible to change and furthermore the people within the society can be easily influenced by the introduction of foreign cultures. “Globalization can thus be defined as the intensification of worldwide social relations which link distant localities in such a way that local happenings are shaped by events occurring many miles away and vice versa” (Giddens, 1990).
Firstly, it must be pointed out that there is many benefits to …show more content…

The purpose of Advertising is that it is used as a way to promote and sell an idea, service or product. Advertisers will delve for ways in which they can market their products to make them as easily distinguishable to the target audience. Advertising will perpetuate stereotypes in order to make a product alluring to the target market. These stereotypes are often based on race or gender. However it does not stop there, Advertising is now also being used to promote beliefs and ideals to the world.
A main factor as to why a person is influenced by Advertising is due to a Psychological reasoning. The theory of Cognitive Dissonance will be used to help identify how people are influenced, and how malleable people are to new ideas. Festinger’s Cognitive Dissonance theory states that humans have an innate need for their attitudes to be in sync with their actions and emotions. Therefore when a person acts out of character or does something against their beliefs, they will find a way to justify it to themselves in order to avoid cognitive

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