Through advertising the media has created its own truth that depicts the way the media believes life should be. In “Illusions Are Forever,” Jay Chiat writes about this truth and how it has been created through images for the purpose of selling. Chiatt also explains how through reality-based television and the internet, the world that advertising has created is becoming further from the real truth. In another article on advertising called “My Nike Adventure” Jonah Peretti wrote about Nike’s reaction to his challenge of their freedom to choose campaign. Through this challenge Peretti uncovers a truth that Nike does not share with its consumers. This was done by ordering a pair of custom shoes through Nike’s website personalized with the word “sweatshop” in appreciation for the workers who make the shoes.
When this request was denied because Nike deemed it inappropriate Peretti began an e-mail battle with the company. Peretti then explains how his E-mail battle with Nike was shared with the world through the internet. Proving that, “micro media has the potential to reach just as many people as mass media” (Peretti 463).
The question is what do these two articles have in common? One of the answers is just Nike.
Nike is precisely the big corporation described by Chiat that presents us with a world that was created only for the purpose of selling. Through its countless ads Nike has endorsed their perfect athlete. Nike has shown us that all of the greatest athletes wear Nike. Yet in fear of it hurting their corporate image Nike does not share with us the reality that these great shoes are made in sweat shops. Peretti proves this when his order for a pair of personalized shoes bearing the word “sweatshop” is denied. Thus proving Nike has contributed to the world that advertising has created and does not welcome disturbances to this world.
The Essay on Types of Advertising Media
As we noted in Managing the Advertising Campaign tutorial, selection of the media outlet through which an ad will be presented has important implications for the success of a promotion. Each outlet possesses unique characteristics though not all outlet are equally effective for all advertisers. Thus, choosing the right media can be a time consuming process requiring the marketer to balance the ...
The internet-another way used to help see through the world of advertising-also shares common ground between Chiat and Peretti. Both illustrate the ways that the corruption of mass media can be fought through the internet and micro media. First Chiat writes that the internet puts the public on the same level as large media companies. Then Peretti proves through his actions that anyone can take on big corporations with the assistance of the internet.
Finally Chiat explains that we can accept the media’s version of truth or find our own version, because as Chiat says “Isn’t personal truth the ultimate truth” (Chiat 457)?” To confirm Chiat’s theory, Peretti’s entire piece is about seeing through the art of advertising and finding your own reality. Jay Chiatt- “Illusions are Forever” Jonah Peretti – My Nike Adventure”.
