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What is the cultural significance of advertising? Advertising can be seen as taking advantage of the knowledge of a social system. The social system would include our positions within society, how we read signs and behave towards them, which help advertisers assume what will attract people's attention. If we know what behaviours go with what function in society, we can then assume that those behaviours will be performed by people who carry out that function. The article 'Advertising: the magic system', Raymond Williams is about how advertising has progressed from flyers on the pillars in Rome to new means of distributing information. "The first signs of anything more organised come in the seventeenth century, with the development of newsbooks, mercuries and newspapers."(Williams, 1993, p.321) People adapt to new ways of advertising and so the progression becomes innate as it develops into doing things in a way that's recognised. So it's saying it became an ideal...

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