Sut Jhally Argument Analysis
The famous comedian actor Will Rogers said "Advertising is the art of convincing people to spend money they do not have for something they do not need "
(rogers). Advertising is a method that can be traced back to ancient civilizations that people used to promote their products or ideas. Through years advertisements have been transitioning through many developmental stages changing its technique and methods to suet the targeted audience, but the concept remains constant. Advertising is conceived to be the key to the glamorous world of consumption spreading its magical messages through different types of media. Sut Jhally is one of the famous professors in communication who argues that ads defy normality and create a culture of its own that
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this monster that promises people to bring them fake happiness, satisfaction, and fulfillment of their needs as fast as they use the products ,make people believe in magic that make them resemble ancient cultures and strip them of their civilaized identity. The second effect and what strengthen Jhally 's argument more is illustrating how adds work on destroying human relationships which is the unique characteristic that distinguish human beings from animals ,whether it is based on feelings of love and compassion or on feelings of hatred and envy and mainly focus on linking humane feelings such as love and compassion with products(jhally 2-19). For example, a car Ad featuring a girl taking her boyfriend 's car and drive away then the owner goes back home and stare at a photo of his beloved car and start to cry. This ad or the idea itself is completely abnormal. The Ad just destroyed the relationship between the man and his girlfriend and built a new one between the man and the
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