This is my 2 cents worth. Yes advertising can give messages on what to consume, ie creating desire for a product or a lifestyle. But the history of photographic technology for the masses it's faster and cheaper. I think digital photography wins out in that area. I don't think marketers hijacked digital in exclusion of film. We are consumer of images. If there's a way of producing something faster and cheaper, the marketers will use it. Advertising photography is for the most part is shot digitally for "budget" reasons. It's natural because even if a photographer shot film, they'll still scan it for advertising anyway. For good or bad, analog photography is becoming a fine art medium like etching.