How would Jean-Paul Sartre Respond to Modern Advertising? (Essay Sample)

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How would Jean-Paul Sartre Respond to Modern Advertising?
Advertising has become very influential and ubiquitous that many consider it part of modern life. Undeniably, advertising influences people’s thoughts, outlooks, feelings; practically everything society does (Pope 3). As such, language is the primary carrier of advertising contents. On a different perspective, Sartre writes about existentialism and its relation to human emotions. The fundamental concept in existentialism is that the human existence precedes essence, and that people exist means a lot more than anything else. This essay uses Sartre’s arguments in his book, Existentialism and Human Emotions, to illustrate ways in which Sartre would respond to modern advertising.
First, Sartre’s core concept of existentialism asserts that existence comes before our essence or purpose (Sartre 1). The humanity first exists, discovers the self, and finally defines the purpose for which he or she exists. On this basis, Sartre would refute the majority of modern advertising that convinces people of particular ways to live. A commonplace feature of modern advertising is its relentless efforts to convince society of a product’s benefits. There is a precise use of words in adverts’ messages that persuade people to use products and services. On the contrary, Sartre believes that an individual should exist first, and then discover the purpose for which he or she exists (Sartre 1). Consequently, one chooses what is good for the soul without necessarily being convinced. The idea is that modern adverts would not influence Sartre’s feelings, actions, and decision to use products and services.
Further, Sartre asserts that there is no room for deterministic excuses. In relation to modern advertising, it means that Sartre would never regret his actions and blame adverts for persuading him to use products and services. Sartre says that individuals are responsible for their behaviors and are in complete control of what they do. It means that humanity has complete freedom of existence. In fact, Sartre says that he could pass judgment on those who "seek to hide from themselves" (Sartre 12). Correspondingly, one should face the consequences of a decision he or she makes. Modern adverts are even more persuasive and use several techniques to communicate to the audience. Sartre calls those that hide from complete freedom of choice as cowards. Moreover, Sartre shows a great deal of optimistic toughness, which contradicts customers’ pessimism of which advertising takes advantage.
As an existentialist, Sartre regularly uses the word coward, and asserts that the coward is responsible for his or her cowardice. People make themselves cowards by action, which means that a person chooses to be what he or she becomes. Modern advertising takes advantage of this state to persuade the mind of the fallible in society. Sartre believes that "no one can change what we are" (4) hence it seems that he would disregard many modern adverts confidently. The point is, humans choose what is good for the body, mind, and the soul, and there is no chance that an appealing advert would change one’s perception of the world and everything with which the individual interacts.
Further, Sartre would hardly attach any value to modern advertising. Modern advertising seeks to counter stiff competition that strikes the consumer market. There are competing brands that leave consumers undecided on the best choice of products. Sartre writes that if values are vague and too broad for what the individual considers, then one should probably trust his or her instinct. Correspondingly, Sartre would not spend a lot of time listening to the most convincing advert before he decided to use a product. The individual weighs the alternatives in the mind and chooses just what the body needs. The human feeling is what counts, and there is no need for an advert to change one’s feeling towards a given product. Besides, one only determines the value of a feeling when he or she follows up the instinct and purchases the product (Sartre 2). Sartre talks about performing an act that defines and confirms one’s value of feelings towards an object or person. Simply put, Sartre would sit back and decide using the instinct the product to buy, but he follows up to buy the product that is the choice of his instincts.
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