Although not as prominent as in the past, ideological and political ideas are still present in design today. These messages are particularly present in advertisements, all portraying the idea that their product is the ideal and that buying the product will make you as happy as the people in the advertisement. Such ideological messages were very present in the past, often portraying hope and new begging and a better future. That buying these products will improve your life and lead to this better future for you and everyone else. Such intangible benefits are what supported these ideological messages portrayed in advertisements. Such as the ideal American suburban family of the fifties. This happiness of the ideal family was shown a lot to convince people of what the ideal family is and should be.
An example of this today is this Heineken advertisement. It focuses on one specific person and how he has a friendship with everyone else, he can do anything. It ends with everyone being happy, a symbolic universe as such. This ideological message portrayed is used to give the idea that Heineken is linked with happiness and if you buy it you will be happy with all your friends, life is a party no worries. Advertisements today still add something more than just the tangible product showing that there is also an intangible benefit that comes with purchasing the product. Such ideological messages are still present in media and design today.
Pavitt, J. (2008). Design and the Deomocratic Ideal, Cold War Modern: Design 1945-1970 (pp. 72-91) London: V&A Publishing.
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