International advertising is being charged with promoting consumerism in developing societies. The dependency theory charges the Western world with exporting not only consumerism, but global domination as well. This site examines the theories and models related to advertising and argues the negative and positive aspects of the advertising/consumerism pattern. McAllister & Mazzarella (2000) note the following concerning the advent of an advertising and consumer world:

It is no secret that we live in an advertising-oriented and consumer-based culture. […] Economically, for example, advertising is a massive institution. In 1998, for the first time in human history, one country – the United States – saw businesses spending more than $200 billion to advertise to its citizens (Coen, 1999). In the same year, one company, Procter and Gamble, spent more than $3 billion to advertise outside the United States, solidifying its global reach (Wentz, 1999). Culturally, advertising is a major symbol system in its own right, exposing us to thousands of promotional messages each week… (p. 347).

As Western corporations run rampant across the globe promoting their products the question is: What are the effects of the promotion of consumption by international advertising on developing societies?



Provided by Megan VandeKerckhove -
Last Updated December 5, 2002
Copyright Megan VandeKerckhove 2002 all rights reserved