advertising is reflecting trends in popular culture

The world today is different than it was a year ago... Not only people change, strategies of advertising agencies change too. As we all know, we're in times of recession now. People are trying to save some money, that's why the strategy of advertisers needs to change as well.

For example, perfume has always been a luxury image. People who bought perfume, must have had some extra money to afford it. During the recession, we can find coupons for perfume... doesn't that just sound funny? a coupon, which has a value of being "cheap", low image on perfume, which represents luxury, high status...