Lutz (Shapers)


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Advertisement shapes the society. In his book Lutz argues that advertisement, “…Deprives us of the tools we need to develop, advance, and preserve our society, our culture, our civilization. It breeds suspicion, cynicism, distrust, and, ultimately, hostility”. In other words, advertisement shapes the society by setting the trends that are not in line with the common trend in the society. Every society has its own culture that is made up of the values and beliefs that are jealously guarded because they dictate what is done in the society. Advertisement imposes on the society its own values and beliefs that in the long term creates suspicion, cynicism, distrust, and ultimately hostility because the basic fabric building the society is broken. In this book, the purpose of the author is explains how the advertisements shapes the society. Although advertisement plays a critical role in the society, it negatively shapes the societal culture.