INTRO
Times Square - New York In the early 1990's, estimates suggest that there were 11000 TV adverts made per year.
It is also estimated that 25 million print adverts are made per year.
effects us subconsciously
KARL MARX (1818 - 1883)
Marx wrote the 'Communist Manifesto' in 1848.
He also wrote 'Das Kapital (Volume 1)' in 1867.
"religious is the opium of the people"
CRITIQUE OF CONSUMER/COMMODITY CULTURE
Our lives are consumed by what we buy and what is advertised. STEWART GREEN calls this "the commodity self".
Marxists against the idea of capitalism and personal wealth and gain above others.
In commodity culture we construct our identities through the consumer products that inhabit our lives. ipods hats
We can't escape capitalist culture so we define ourselves through material products.
Our lives are consumed by what we buy and what is advertised. STEWART GREEN calls this "the commodity self".
Marxists against the idea of capitalism and personal wealth and gain above others.
In commodity culture we construct our identities through the consumer products that inhabit our lives. ipods hats
We can't escape capitalist culture so we define ourselves through material products.
HOW DOES COMMODITY CULTURE PERPETUATE FALSE NEEDS?
Aesthetic innovation
Planned obsolescence
Novelty
PLANNED OBSOLESCENCE
Things are designed to last a few years so we go out a buy more of the same thing. We are tricked into spending.
Circuit boards in computers are designed to fry and cars are designed to fall apart sooner than they could do if designed differently. Cars could be made out of stainless steel and they would last 100 years.
COMMODITY FETISHISM
Advertising conceals the background 'history' of products. In other words, the context in which the product is produced is kept hidden.
female Nike trainers that were marketed in the early 90s were marketed as empowering woman when it was hidden that they were produced by women in sweat shops for disgusting amounts of money
REIFICATION
COMMODITY FETISHISM
Advertising conceals the background 'history' of products. In other words, the context in which the product is produced is kept hidden.
female Nike trainers that were marketed in the early 90s were marketed as empowering woman when it was hidden that they were produced by women in sweat shops for disgusting amounts of money
REIFICATION
human associations.
seen as sexy, romantic and fun etc
HERBERT MARCUSE was the author of the book 'One Dimensional Man' (1964) where he argues that commodity culture manipulates us and makes us think one dimensionally.
JOHN BERGER (1972) - "Publicity (advertising) persuades us by showing people whose lives have been transformed"
JOHN BERGER (1972) - "Art showed what the owner of objects already had, whereas advertising shows us what we ought to have"
seen as sexy, romantic and fun etc
HERBERT MARCUSE was the author of the book 'One Dimensional Man' (1964) where he argues that commodity culture manipulates us and makes us think one dimensionally.
JOHN BERGER (1972) - "Publicity (advertising) persuades us by showing people whose lives have been transformed"
JOHN BERGER (1972) - "Art showed what the owner of objects already had, whereas advertising shows us what we ought to have"
CONCLUSION
Advertising works in an ideological way to trick people into consumption.
It tricks us by telling us to spend in order to fund the economy.
Advertising perpetuates stereotypes.
It seeks to make people unhappy with existing material possessions.
It potentially manipulates people into buying products that they don't really need/want.
It encourages addictive, obsessive and acquisitive behavior.
It even has the potential to distort language and spelling eg. 'iTunes'
It encourages children to want things that they can't afford causing feelings of inadequacy and envy. It psychologically effects them.
Advertising uses images that encourage us to buy products and brands that have the potential to be unhealthy.
ent.
Advertising works in an ideological way to trick people into consumption.
It tricks us by telling us to spend in order to fund the economy.
Advertising perpetuates stereotypes.
It seeks to make people unhappy with existing material possessions.
It potentially manipulates people into buying products that they don't really need/want.
It encourages addictive, obsessive and acquisitive behavior.
It even has the potential to distort language and spelling eg. 'iTunes'
It encourages children to want things that they can't afford causing feelings of inadequacy and envy. It psychologically effects them.
Advertising uses images that encourage us to buy products and brands that have the potential to be unhealthy.
ent.
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