The Means of Media Influence

- - Fr. Kavanaugh was on the mark when describing the effects of advertising on society. Our moral values are being degraded by the bombardment of impropriety by the media. Adler would be quick in pointing out the reason why these messages have such a negative effect on people. There are two main tactics advertisers use to sell their product: either imply that their product will bring about the achievement of a particular (usually real) good, …

…-- or stunting -- of society. Though their 'job' is to make people envision their product as good, they often make people envision the values their ads advocate as good as well. Advertisers therefore have a responsibility to society to advocate proper moral values in their advertising, or at least not advocate improper moral values. And society should force them to uphold these proper values instead of the socially damaging ones many advertisers now use.