Contribution of Advertisement in Construction of Identity

Dr. Susmita Bhattacharyya
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Dr. Susmita Bhattacharyya: Assistant Professor, Department of Sociology, University of Calcutta, India

International Journal of Research and Scientific Innovation, 2022, vol. 9, issue 3, 64-68

Abstract: construction is a gradual process of unfolding of potentialities of self. Entire process is akin to socialization from the functional perspective. It is none the less important to mention that in today’s world media play the most prominent role in formation of identity. Advertisement is situated within a system of visual representation. Moreover, in every aspect advertisement has given some sort of messages. It would include the process of identity construction in its fold. Actually identity is constructed through the process of response of events, interactions, relationships and even situations. The role of advertisement is note worthy in this matter. Actually advertisement negotiates an identity. Impact of advertisements varies from one individual to another with respect to different interpretations. Traditional homogenous identity turns into heterogeneous through the intervention of ad world. Scope of uniqueness in identity increases the chance of presence of multiple directionalities. Now consumerism becomes the buzz word. In this information society identity is defined in consumerist term. Hence advertisement acts as a bridge through which a complete identity begins to maturate.

Date: 2022
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