Epicurus and Advertising: Communication, Consumption, and Happiness

Abstract

In contemporary society, advertising communication plays an institutional role, shaping our desires and needs within an environment where the pursuit of happiness seems an inevitable path amid growing production and consumption. This study examines the concepts of advertising, consumption, and happiness through an Epicurean lens, seeking to explore how conventional advertising influences our perception of happiness. By analyzing a sample of current advertising spots using critical discourse analysis, this research aims to illuminate ways to create advertising narratives that are more considerate of individuals and their surroundings. Commercial advertising encourages the relentless pursuit of transient pleasures, which become perceived necessities. Paradoxically, this incessant craving characteristic of modern societies can hinder the attainment of emotionally balanced happiness. Epicurus emphasizes the value of frugality, self-sufficiency, and tranquility as emotional remedies against the constant desire for consumption. Consequently, Epicurean principles prompt us to rethink advertising from an ethical and practical standpoint, envisioning a form of advertising that is more considerate of both the environment and our well-being.