Both the field of advertising and the energy of Neptune in astrology have a lot in common. Ads are known to be deceptive, to portray illusions to the unsuspecting in order to influence on a subconscious level. In astrology Neptune, the planet of deep oceans, slippery fish, and mystical illusion, is receptive, influential on a subconscious, feeling level, hard to pinpoint, and linked to all things glamorous, magical, and unreal.
Advertising influence is under the domain of Neptune; but are ads really deceptive, or merely functional? What does this mean for society if advertisements impact thought, without people realizing that they are being influenced?
Neptune in Astrology
Neptune, at the far reaches of the solar system, represents the passageway between the material world and nonexistence. In this way, the energy of Neptune refines, naturally washing away rough edges, concrete thought, and realistic expectations. It is imagination and creative visions, desire and dreams. This is the astrological planet that symbolizes disillusionment, dissipation, and a loss of earthly boundaries. Nothing about this planet in astrology is black and white or physically real, it is more a representation of what could be.
Neptune also symbolizes water, and passive receptivity on a subconscious level. Ideas are not expressed overtly, but subtly. It is the fish swimming in the undercurrents, hidden beneath the waves. Even if looked for with determined eyes, there is the vegetation of the oceans to contend with, as well as the refracted light of the sun or moon. What is viewed then becomes at best distorted, at worst, impossible to see, only perceivable through a subtle awareness.
Advertising Influence on Society
While advertisers and the media may not be overtly trying to control the minds of the public, they are, by nature, trying to subtly influence subconscious awareness. They are trying to convey a need for a product, whether the consumer needs a product or not. In a Global Issues article, "Media and Advertising," Anup Shah explains, "... the sophistication of advertising methods and techniques has advanced, enticing and shaping and even creating consumerism and needs where there has been none before, or turning luxuries into necessities."
The influence of advertising lies in the ability to create an illusion, or to distort reality, just as the sunlight refracts through water, illuminating an elusive image, but not clarifying or defining. For example, ads for the Apple iPhone portray sophisticated, young, or even famous people smiling contentedly as they flip through all their useful iPhone applications. In television commercials, uplifting music often accompanies the positive mood of the ad. This gives the subtle impression of contentment, peace, and sophistication if this product is owned. There is also the underlying nudge to the viewer that all of those applications will offer some of the happiness that the actors in the ads are enjoying.
In reality this product will act as a mobile phone, and provide access to the same information that is found on the internet. It is convenient, but perhaps not enlightening. There are many people who could benefit from instant stock quotes, sport stats, and email updates, making the high cost of the product worthwhile. For others, the Apple iPhone may in reality be nothing more than a glorified phone.
Are Ads Deceptive?
Do ads deceive society, or do they merely gently impact subconscious motives to try and convince people to buy products, thereby facilitating the existence of the companies that created them? While it could be argued that advertisements and the media have tremendous influence, and therefore power, over society, there is a problem with this argument. For deception to work, there must be someone who is deceiving, and someone who is being deceived. Both parties are equally important for the act to work.
Advertisements may impact society by displaying glamorous realities, and hinting at a perfection and refinement that few can resist. The influence of advertising may even affect the values of a culture. But this hold, this illusion, is as strong and powerful as the transient, dreamlike nature of Neptune. It does not exist; there are no concrete shackles. There is no control, there are no victims. From popular music to useless products to cultural expectations, it is society that chooses to passively accept the illusion.
References
Tompkins, Sue. "The Contemporary Astrologer's Handbook." (Flare Publications, 2006).
Shah, Anup. "Media and Advertising." (Global Issues, January 26, 2008).
Brenna Coleman - Brenna is a freelance writer focusing on natural health and beauty. She has written hundreds of articles, helping readers find ways to ...
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