“Do you watch Mad Men?” The number one question I get asked after informing someone of my major. I may never watch it after being asked so many times. Why doesn’t anyone ever ask me something interesting, like, “What are your ethical concerns as someone studying advertising?” Hey, why don’t I just talk about that in my first Odyssey article instead?
One of my main concerns in studying advertising is the career path that follows. What makes me so interested in the field is the creativity that comes with it. How cool would it be to be given the driver’s seat on a Fortune 500 company’s Super Bowl spot? What concerns me is when that creative freedom will come. Everyone knows the standard commercial (whether it be for Papa John’s or Kleenex), and how tedious they feel. How long will I be forced to make these kinds of advertisements before I can show the passion that led me to the career in the first place? This leads me to my first moral dilemma: how can I study something that produces something I hate?
One of the main reasons I study advertising is because of its relevance in today’s society. Whenever I find myself bored in a core class discussing what ______ did _______ years ago, I know I can always look forward to talking about more recent, recognizable material in advertising. This, however, is a double-edged sword. Advertising is a relevant topic in today’s society because of America’s capitalistic culture, and as a supporter of the social democratic agenda, this relevance conflicts with my personal beliefs. As advertising majors, we are primed to benefit directly from the endless consumption that follows capitalism. Advertising as a practice directly correlates with the fetishism of commodities that eats at America’s general public today. And it is this fact that leads me to another moral dilemma: how can I study something that promotes something I hate?
Now at this point in the article, you may be saying to yourself, “Harry, your major is a choice. If you hate advertising so much, don’t study it.” And maybe you’re right. Maybe I should just study philosophy and stop complaining. But maybe, just maybe, advertising can change: into a form of creative expression; into a means of showcasing the latest technology; into promotion of societal change; all for the benefit of the people.
But then again, probably not.
