Search for a command to run...
The problem of the research is to identify strategies according to which advertising finds resources to absorb anti-capitalist discourse. The purpose of the study is to explicate the potential of advertising, which allows it to use ideas functioning within the framework of anti–capitalist discourse in the interests of maximizing capital. The results and conclusions are expressed in the fact that in a consumer society, a paradoxical situation is created when advertising, in fact, by derationalizing thinking, appeals to self-development and personal growth. While she arouses permanent customer demand, she can at the same time speculate on the topic of thrift. Consumer culture integrates its antithesis in the form of anti-consumer discourse, which gives the market the opportunity to progress. Symbols and practices of countercultures are co-opted, become part of the mainstream, and move from an anti-normative status to a normative one. The market periodically engages in self-exposure through the promotion of cultural products endowed with anti-capitalist content, but this self-exposure is not an end in itself, but a means of making a profit. The market also assimilates environmental values that contradict the logic of the market. Assimilation practices declare the value of preserving the environment in different senses, but only for use as a means to achieve purely capitalist goals. Advertising, joining the postmodern game of irony, parodies and ridicules itself, thereby increasing its effectiveness. Examples of how the advertising industry uses counter-advertising discursive practices to promote the product on offer are given. The target audience is philosophers, psychologists and sociologists who study the functioning of advertising and analyze the problems of consumer society.