Modernity and Advertising
Towards the middle of the eighteenth-century, a critical shift in the way of thinking started to occur and gain momentum within Western Europe. This movement towards science and reason became known as ‘The Enlightenment’ and gave rise to the idea of ‘modernity’ and “…is often described as the original matrix of the modern social sciences.” (Hall, Giebeen, 1992; 2). The era of enlightenment was defined by the leading ideas of progress, science, reason and nature which gave way to material progress and prosperity as humans expanded their collective knowledge and understanding of the world. (Hall, Giebeen, 1992; 2). This gradual transition to modernity was the cause of the interactions between four major frameworks of society - the political, the economic, the social and the cultural. Modernity, then, was the outcome, not of anything in isolation, but of the combination of a wide variety of different frameworks and histories that lead to the definition of society as ‘modern’. Each framew...
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