I believe that the company which is producing the advert is in control of ‘meaning’ in advertising, because every advert has a different meaning based on the product which it sells. In the recent years, adverts are becoming more aware of the values which they may be selling along with their products, and so there are less cases of controversial ads which may be selling a wrong value (e.g. Stereotyping/generalizing women).

I came across an interesting quote by Peter Zarlenga, “In our factory, we make lipstick. In our advertising, we sell hope.”

I thought that was interesting and it represented the whole idea of how powerful advertising is to society. We get our values and beliefs partially from our environmental influences – subconsciously. It leads to the idea that “we blame society but we are society”. We are constantly surrounded by so many expectations, that it becomes the norm without a proper reasoning.