In recent weeks, advertising has become a focal point of heated discussion and division in society. The controversy began with accusations against American Eagle’s jeans ads featuring Sydney Sweeney, which some claimed were tinged with racism. Then, Cracker Barrel found itself embroiled in a logo dispute. From the moment trans celebrity Dylan Mulvaney first appeared in a Bud Light commercial, it became clear that advertising is no longer merely about selling products… it’s a battleground for culture wars.
This shift in advertising’s role dates back to a pivotal moment in 2017 when Pepsi aired a commercial featuring Kendall Jenner, who, in a fantastical display, calmed protests by handing out sodas. This ad faced immediate backlash, with many asserting that Jenner and Pepsi diluted the Black Lives Matter movement. What would have been an innocuous promotion just a few years prior became, as critics claimed, part of the problem, illustrating companies’ precarious navigation of contemporary social issues.
The 2020 COVID-19 pandemic intensified this trend, with many commercials featuring haunting imagery of deserted streets accompanied by melancholy piano music and vague slogans like “We’re all in this together.” The omnipresent nature of these ads reinforced their footing in cultural dialogues as audiences absorbed repetitive messages. But why have ads emerged as such a critical element in cultural discussions? A chief reason is that Americans no longer share the same viewing habits. Traditional television shows served as communal experiences, but today’s fragmented media landscape leaves advertising as one of the few collective experiences left.
Historically, pivotal societal changes like the acceptance of homosexuality were reflected in TV shows, from early representations in the late 1970s to more complex portrayals in the 1990s. In that era, programs accurately mirrored public sentiment while also guiding perceptions. Conversely, today’s streaming platforms often cater to niche audiences, which hampers a truly united cultural conversation. A show like “Orange is the New Black” can ignite discussions around transgender issues, but its limited viewership means fewer Americans engage with the content.
In stark contrast, current advertisements have the potential to reach broad audiences, transcending the scraped-together viewership of streaming shows. Polling indicates that political affiliation influences not only the streaming platforms Americans choose but the ads they encounter. Liberals lean toward Netflix and Disney Plus, while conservatives gravitate toward Paramount Plus. Yet, regardless of where one falls politically, we are all subjected to the same commercials that often reflect or project progressive ideals.
For a long time, the advertising sector, along with many companies, seemed compelled to take on social justice initiatives as part of their mission. They believed in a sense of “good corporate citizenship.” However, advertisers should be reminded that the most significant way to contribute to societal good is through the lens of profitability. Shows like “The Cosby Show” resonated with audiences because they entertained, not because they sought to preach about racial justice. Advertisers need to refocus their efforts on connecting with consumers and building brand loyalty instead of aiming to reshape society.
As the advertising field continues to evolve, the tensions surrounding these controversies are likely to persist. In contrast to just a few years ago, when conservative pushback could have been dismissed, both sides now actively vie for dominance in the cultural narrative. The balance of power is shifting back toward traditional values, where advertising could perhaps return to its original purpose of simply selling products, devoid of any lofty ambitions for social change.
Today’s audience is fractured, and the days of universally adored programs like “MASH” or “Seinfeld” are long gone. The sheer number of viewers that once bonded over entertainment has dwindled; now, advertisers could represent some of the last shared experiences. If companies refocus on their primary mission of delivering compelling content and connecting with consumers, they may find that they can nourish both their bottom lines and contribute positively to the cultural landscape, without overstepping their bounds or alienating segments of the population.
"*" indicates required fields
