Social Awareness Through Art and Advertising IV

Advertising is the most influential institution of socialization in modern society. It plays a key role in the construction of identity and controls global institutions. My project is based on the idea that advertising can be not only used to sell products, but also to address bigger topics and create awareness of the problems of society. The human audience requires symbolic interpretation for everything it sees and knows. The problem is in the direction which symbolism takes in society and which issues it supports. Advertising is concerned with the manipulation of symbols. According to the philosopher Jean Baudrillard ‘The manipulation of a symbolic code is the most important feature of advanced capitalism’. The problem is not in the existence of advertising, but in its direction. Our world is getting more and more commercial. We face the challenge of estimating the advertisements, concerning the profit they give in trade, but when we win we do not consider what we are losing in the long run. The objective of my  project is to focus on the reflection of threads for mankind, such as global warming, pollution, globalization and destruction of natural resources, in advertising and art.