The language and role of advertising has huge potential to influence our notion of ideal lifestyles, homes and relationships.
Since the advent of ‘flat living’, lifestyle aspirations have been sold to the consumer; early promotional material for social housing estates celebrated new forms of clean, serviced and bright modern living – a ‘step up’ from the back-to-back Victorian terraced houses – while later, more contemporary language introduced images of ‘luxury’, ‘views’ and ‘location’ that have now become ubiquitous.
"Advertisements, like paintings, can be understood as texts, the products of individuals and of different societies and cultures. In order to make sense of paintings, an understanding of what they depict and the ideas they carry requires an understanding of how they fit in to the wider world and culture that produced them, and to which they refer."
- Chris Wharton, Advertising as Culture.