Advertising and its existence in today's society has seen a huge transition over the years. With the transition from an industrial society to a consumer society, advertising is still present in the sale of products that we claim to “need” and “want”. This essay will explore how advertising and the messages it conveys relate to global society. First, it is important to explore the concept of advertising and how it relates to the consumer culture we live in today. Advertising is closely linked to the growth of a consumer culture and mass migration from rural to urban areas. The transition from an industrial society to a consumer society was facilitated by advertising. This is reiterated by Slater (1997) who proposes that consumer culture is linked to the idea of ​​"the rise of commercial society, the relationship between needs and social structures, the relationship between freedom of choice and power of business systems…” (Slater, 1997). This suggests that consumer values ​​are based on notions of individual needs and choices, and that social relations are shaped by the market; the force of the market creates a way of life that individuals are driven to follow and achieve. It also suggests that consumer culture was created by the increased reliance on a consumer and commercial society. Essentially, this consumer culture was proposed within industrial society as a way to give workers control over an aspect of their lives that was not controlled by the workplace. He drew attention to individuals' free time and how everyone can do whatever they want during that time. It persuaded workers to view market forces as a way of life, and advertising was used to educate workers to become "modern consumers." Advertising has...... middle of paper ...... Efforts. Available: http://www.wlstranslations.com/resources/Lost_In_Translation.php. Last accessed March 21, 2010. Keller, K. L (1998). Strategic brand management: building, measuring and managing brand equity. Unknown: Prentice Hall. 133.Kentent. (Unknown). Global marketing. Available: http://hubpages.com/hub/Global-Marketing. Last accessed March 20, 2010. Leiss, W. et al. (1997). Social communication in advertising: consumption in the mediated market. 2nd ed. London: Routledge. 380. Maguire, J. S (2010) Conference: Advertising and global consumer culture. University of Leicester. March 8, 2010. Millward, B. (2006). Major global advertisements: the secret to success. Available: http://www.millwardbrown.com/Sites/MillwardBrown/Media/Pdfs/en/KnowledgePoints/F4E1A163.pdf. Last accessed March 21, 2010. Slater, D (1997). Consumer, culture and modernity. Cambridge: politics. 1.