In the essay But First, a Word from Our Sponsor, James B. Twitchell explains how our culture requires marketing. Twitchell gives many examples on how â€œThe culture we live in is carried on the back of advertisingâ€ (par.2). With Jamesâ€™ wide array of valid points, I am convinced that marketing has taken over our lives.
Twitchell points out how many things that â€œentertainâ€, really were not created with that intent. The entertainment industry is more concerned about product placement and sponsors buying space for commercials than about amusing the viewers. Today, pushing products on people is about turning them into hypnotized vegetables with only one capability, consuming merchandise. The author calls â€œâ€¦.this new culture Adcultâ€ (par.2). .
Adcult is in almost every form of our society. â€œMagazinesâ€¦ school(s)â€¦ moviesâ€¦ urinalsâ€¦ telephones. taxisâ€¦ faxesâ€¦catalogsâ€¦gym(s)â€¦ T-shirtsâ€¦ office(s)â€¦ grocery cartsâ€¦ parking metersâ€¦ tees on golf teesâ€¦ basketball backboardsâ€¦ musicâ€¦â€ (par.3). Unnoticed, advertising has slowly crept into every aspect of our lives. Strategically placed where itâ€™s sure to grab your attention, our senses are bombarded with product information. .
Further into the essay, Twitchell recognizes that commercialism directly affects the mediums that convey it. Television shows, movies, music, media have an unsophisticated, devolved character to them. Many of the mediums are controlled by huge world-wide corporations that churn out the same garbage for monetary gain. This greed has lead to so many horrible movies, songs, and television shows that when you see a mediocre form of entertainment, itâ€™s of â€œexcellentâ€ status. .
In his essay, he blames America for the mass-produced products that have defined our culture. Different companies make different items so closely interchangeable that the only distinguishing characteristic between them is the advertisement.