David Ogilvy: 'Advertising reflects the mores of society, but it does not influence them.'

Advertising reflects the mores of society, but it does not influence them.

In the world of advertising, a quote by David Ogilvy stands out: "Advertising reflects the mores of society, but it does not influence them." At a glance, this statement suggests that advertisements merely mirror the values, beliefs, and norms of a given society, rather than actively shaping or altering them. Ogilvy's words imply that advertising has a distinct boundary as an influencer, with its impact limited to observation and reflection. While this perspective offers a compelling lens to examine the relationship between advertising and society, it is also worth delving deeper into the complexities of influence, questioning whether it truly operates within these confines.Initially, Ogilvy's quote seems to emphasize the passive nature of advertising in society. Advertisements are seen as snapshots, capturing the prevailing attitudes, trends, and desires of a specific culture or era. They showcase the collective psyche and serve as a looking glass through which society can glimpse its own reflection. Think of the iconic advertisements from the 1950s that portrayed idyllic suburban life, complete with smiling families and the promise of domestic bliss. These advertisements didn't create suburban ideals; instead, they reinforced and perpetuated the existing cultural narrative surrounding the concept. In this sense, Ogilvy's quote reminds us that advertising is, above all, a reflection of society's current mores.However, to fully explore the relationship between advertising and influence, we must introduce a philosophical concept that challenges this view. The concept of social constructivism suggests that reality is not an objective truth, but rather a societal construct created through shared meanings, symbols, and interpretations. From this perspective, advertising can be seen as an active player in the construction of these shared meanings and interpretations. Advertisements often shape our desires, aspirations, and even our identities, by presenting a carefully constructed narrative that begs our attention and compels us to yearn for a certain lifestyle, product, or experience.Going beyond the surface level, one can argue that advertising does indeed influence society by subtly manipulating our desires and shaping our understanding of what is "normal" or desirable. Consider popular beauty advertisements that consistently emphasize flawless skin, thin bodies, and specific features as the beauty standard. Over time, these images can erode the self-esteem of individuals who do not fit into these narrow norms, perpetuating unrealistic ideals and fueling insecurities. Similarly, advertisements promoting material possessions as an indicator of success can drive excessive consumerism, intensifying social and environmental problems.While it may be true that advertising reflects the mores of society, to an extent, it also has the power to shape and mold those very mores. Advertising operates on a subconscious level, appealing to our emotions, aspirations, and desires, often without us even realizing its influence. Brands frequently leverage psychological techniques, using colors, music, and persuasive narratives to create associations and trigger specific emotional responses. In this way, advertising can influence the way we think, feel, and, ultimately, act.In conclusion, David Ogilvy's quote provides an initial glimpse into the relationship between advertising and society. It suggests that advertising is merely a reflection of our shared values and beliefs. However, upon deeper contemplation, the concept of social constructivism challenges this notion. Advertising is not a passive mirror, but an active participant in the construction of societal values, norms, and desires. It influences us, whether consciously or subconsciously, shaping our perceptions, choices, and even our identities. Ultimately, it's essential to recognize the power and responsibility that lies within the realm of advertising, understanding that while it may reflect the mores of society, it certainly has the potential to influence them as well.