What is Y Culture

This chapter argues that the most efficient advertising strategy is one that addresses the identity of the customer and recognizes his or her social construction. The most generally accepted concept of “identity” sees the “identity” of a person determined by social attributes. But identities are far more mobile these days, and we deal with identities created and reinforced by the media and by advertising. Style is the way in which we present ourselves to others, with which we say who we are or, more importantly, who we want to be or to appear. Advertising, therefore, does not emphasize, in the first place, who we are but to what we aspire. Ads sell not only commodities but also desires and aspirations. It is advertising on the one hand and the stories produced by the media on the other hand that supply this ideology of happiness. On its own, consumption always ends in a certain emptiness.