ing the definitions of these two terms, I think that it is important to now look at the factors that cause these two terms to be related. First is the idea of Transmission versus Ritual views of Communications. The transmission view of communication "is seen as the transmission of signals or messages over distance for the purpose of control" (on-line class notes). An example of this, in terms of advertising, is that when we see a television commercial for a GMC Yukon, the commercial is intended to control our opinion about the product, and the intended result is for us to go out and purchase one. The Ritual View of Communication, on the other hand, "is the representation of shared beliefs" (online class notes). In other words, according to this view, the GMC commercial is intended to express to the audience cultural values or gender roles. Overall, it has been stated that the transmission view is much more popular than the ritual view. As a consumer, I agree that the transmission view holds more water than the ritual view. The transmission view is what advertising is all about: having an impact on consumer culture in a way that results in consumers becoming inclined to buy the advertised product.
             Advertising as an institution has also had an affect on consumer culture on the world views of Tradition, Authority, and Classical Liberalism. In terms of tradition, "one of advertising's primal messages is a call for change...but would seem both alien and threatening when perceived from a world view of tradition" (text pg. 29). From a consumer culture standpoint in the U.S. in present time, the slogan "Change is Good"
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