THE CULTURAL INDUSTRY AND THE REINVENTION OF MACHISM

ADAPTING THE ADVERTISING INDUSTRY TO CONTEMPORARY MORAL STANDARDS

Abstract

The article analyzes how cultural and social transformations relate to modes of production, emphasizing Marx's (2007) perspective that social being determines consciousness. The focus is on the advertising industry, which, reflecting economic and social changes, has adapted to new market niches, especially concerning contemporary moral standards. Examples of advertising campaigns reveal the evolution of sexism and the objectification of women, from clearly prejudiced ads to more inclusive and respectful approaches. The concept of the Culture Industry by Adorno and Horkheimer grounds the analysis, indicating that the relentless pursuit of profit drives changes in advertising, which adapts to the moral values of society. The exploratory research used a literature review and case study analysis to show how advertising has co-opted inclusive discourses, questioning whether sexism has truly been excluded or if its ideology has simply become more subtle. The study concludes that, although there has been progress, the persistence of prejudices beneath the surface of advertising still requires critical analysis.