Societal Effects of Mass Advertising (Excerpt)

Masová reklama

Abstract: In the last 20 years, advertising has become a mass phenomenon influencing the whole society. A complete explanation of its mechanism and effects, however, is not found in marketing textbooks.

By connecting the existing findings, we describe the mechanism – automatization, evoking of the desired emotions and the formation of behavioral and cognitive associations. A more specific model enables us to more specifically consider the large-scale effects of mass advertising on the individual and society (promotion of consumerism, effects on science and art). We also raise related ethical questions (manipulation in advertising, advertising to children).

The full text of the article is available in Slovak.


The article was published in the proceedings of the conference Social Processes and Personality XVII.
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