A mediating institution?: Using an historical study of advertising practice to rethink culture and economy

Abstract This paper sets out to review the role accorded to advertising in recent critical work. This work, I suggest, has been underscored by an ‘epochalist’ concern to map distinctions in the form of the culture/ economy relationship between the contemporary era and earlier periods. Significance has been accorded to the particular transformative potential of advertising and this is often related to research which emphasises the increasingly symbolic, persuasive and pervasive nature of advertising. In what follows, I make three central propositions. Firstly, I argue that writers on advertising share a number of concerns particularly about the effect the evolving nature of advertising has on the relationship between people and objects and between culture and economy. Secondly I suggest that these writers share with certain other critical theorists a very particular approach to the definition of key entities like meaning, culture and economy. These very particular definitions are pivotal to the epochalist explanation of advertising's role in the transformation of the culture/ economy relation. Finally, I attempt to show, through a brief look at historical uses of persuasion in advertising, that the problem with epochalist theory lies in a tendency to overgeneralise a wide range of specific forces.