Baudrillard believes that advertising is superficial as it
has no depth and is a triumph of lost or misinformation. It is of Baudrillard’s
opinion that today we experience the amalgamation of all virtual modes of
expression into that of advertising. He claims, “all original cultural forms,
all determined languages are absorbed in advertising because it has no depth,
it is instantaneous and instantly forgotten.” He also states Semiology is
useless when it comes to analysing advertising as a language, “…because
something else is happening there: a doubling of language (and also of images),
to which neither linguistics nor semiology correspond, because they function on
the veritable operation of meaning, without the slightest suspicion of this caricatural
exorbitance of all the functions of language…”. The public therefore take form
as the bewildered audience of advertising as it is everywhere. It has imposed
itself on society and thrives off the expense of everything. He believes that
advertising no longer excites as a form of communication, and the rise of
cybernetic and digital communication does more to simplify the communication.
The increase of computer science language is rendering advertising useless and
thus the thrill of advertising has been displaced onto computers and onto the miniaturisation
of everyday life by computer science. Baudrillard is even so bold to state that
advertising is no longer a form of communication at all, it has been lost and
now it lies between society in all its forms. The message of commodity is now
more of a reflection or mockery of modern day society and culture – “I buy, I consume,
I take pleasure”. The absolute cover over society by advertising is derived from
the saturation of information, leading to confusion and eventually emission of
any meaning.
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