The pusher thesis in advertising

The first one is called the pusher thesis (the syringe for the user) ; it suggests that the media inject their message into the audience and therefore, consumers will passively receive the message of the advertisement. For example, advertisements for beauty products can be seen as injecting an ideal of beauty – young girls strive to look like supermodels because of the message they have received. This is a powerful theory – it puts us all at the mercy of the advertisers. However, it is clear that not all of us believe and act upon what the advertising world injects into us.

Please see the other complementary articles to the pusher thesis in advertising.