Final answer:
Secondary discourse in advertising refers to the layered meanings beyond the overt message that can influence societal norms and consumer attitudes. It encompasses deeper cultural narratives and has the potential to shape the cultural landscape in subtle, yet powerful ways.
Step-by-step explanation:
Understanding Secondary Discourse in Advertising
The concept of secondary discourse in advertising refers to a layered or secondary meaning, beyond the overt or primary message intended to sell a product. This secondary meaning often reflects deeper social or cultural narratives and can have a wide-ranging impact on consumer attitudes and societal norms. For example, themes intermingling violence and sexuality may deliver a second message alongside the advertisement's apparent goal of promoting a product. In this context, these themes may normalize certain behaviors or challenge societal expectations in a way that goes beyond the product itself.
Secondary discourse can be related to secondary data analysis, where new interpretations are applied to existing data. This analogy illustrates how advertisers repurpose common social narratives to lend additional meaning to their campaigns. Furthermore, the interactions between the advert's explicit content and the underlying secondary discourse can be a subtle way to influence and shape the cultural landscape.
In modern media, secondary discourse in advertising attempts to influence the beliefs of consumers, sometimes in manipulative ways, as various media, including networking sites and blogs, propose alternate realities. This can lead to the normalization of hatred, desensitization to violence, and distrust in political institutions, perpetuating a separation between subcultures in society. The use of secondary meaning in advertising thus represents a powerful tool that can both reflect and direct the evolution of societal values and behaviors.