Television is no longer to opiate of the masses. That torch has long since been passed to the smartphone. In the last 20 years or so, however, arguably since the Sopranos first taught us that TV could be just as smart as film, it’s become something a little more profound when it comes to how it influences us.
In recent years, TV shows have become powerful influencers, not just of fashion and lifestyle choices but of career aspirations, particularly when it comes to the world of advertising. Shows like "Mad Men" and "Emily in Paris" have sparked a global surge in interest in marketing and advertising careers. This phenomenon shows how entertainment can shape and control career interests, offering a fascinating look at the intersection of media, pop culture, and professional life.
I’m not saying that millions of people saw Breaking Bad and were inspired to try their luck at the homebrew crystal meth game, but there’s certainly something there, with recent figures from Skyline Social painting a very interesting picture indeed. Their recent findings reveal a significant increase in online searches for marketing degrees and jobs following the release of Netflix megahit "Emily in Paris."
In the US alone, searches for 'marketing degree' have soared by an astounding 92.3% since the show premiered on Netflix in October 2020. Globally, interest has grown by 78.9% between October 2020 and August 2024. This trend isn’t limited to academia either; searches for 'marketing job' and 'marketing career' have also risen by 53.3% and 54.2%, respectively, showing that the show has piqued a broad curiosity in the marketing profession.
Of course, "Mad Men" was one of the first shows to glamorize the advertising world, with its portrayal of 1960s New York advertising executives. It offered a nostalgic and romanticized view of the industry's early days. However, while "Mad Men" focused on the creative chaos and allure of the advertising world, "Emily in Paris" brings a more modern, relatable take that resonates with today's Gen Z audience.
Ash Davis of Skyline Social notes that "Emily in Paris" has become more than just a popular show: “It's a cultural phenomenon and beyond the fashion and romance, the series highlights the dynamic nature of marketing, showcasing a world where creativity meets strategy. The show's glamorous portrayal of marketing jobs—mixing social media campaigns, brand partnerships, and international travel—makes the field appear not only exciting but accessible.”
The rise in interest in marketing careers after the release of "Emily in Paris" underscores how entertainment can shape real-world trends. After spending many hours with them, people see these characters as aspirational figures and start to envision themselves in similar roles. The shows provide a narrative that marketing isn't just about selling products; it's about storytelling, creativity, and making an impact.
While real-world marketing may not always be as glamorous as it appears on screen, these portrayals are crucial in sparking initial interest. They inspire viewers to explore marketing's vast opportunities, leading many to pursue degrees, internships, and jobs in the field. As season four of "Emily in Paris" drops, it will be interesting to see if this influence continues, potentially shaping the next generation of marketing professionals.
Ultimately, however, television continues to do what it’s always done; reflect our own ideals back at us. I’ve worked in the creative industries for nearly 20 years now and, though I’ve only seen snippets of Emily in Paris, I can assure you that it’s about as authentic a reflection of the industry as NCIS is of working in law enforcement.
It’s undeniable however, that shows like this can control and guide public perception of industries in ways that formal education cannot. By glamorizing certain aspects of the profession, these shows open up the field to a broader audience and even if what’s on the other side of the door might not be what you expected, at least it’s being opened for you.
