'Advertising doesn't sell things; all advertising does is change the way people think or feel' (Jeremy Bullmore). Evaluate this statement with reference to critical theories (past and present)
- 'Advertising is the greatest form of art form of the 20th century' Marshall Mc Luhar
- Viral ads, I believe is a modernist medium, conveying the message that they are trying to do what hasn't done before. In some sense, a merging of many variations and methods of advertising in order to create something new from the old; a bricolage form of advertising. The post modern reaction is the idea of absolute knowledge, that everything has in fact been done before; 'Copy of a copy of a copy', as the film fight club quotes, a simulcrum.
- Post modern - Idea of absolute knowledge, everything been done before - 'Copy of a copy' - fight club - OR simulacra
- Advertisers say ad's benefit the world, by creating false needs; it puts wealth into society and promotes choice - illusion of freedom? How free are we? We constantly feel inadequate; have to buy to look and feel better.
- Objects display status
- Advertsiing doesn't sell products, it shifts to 'idealised life' (uncle sams range) being sold. Selling the promise of an improved version of your life through commodities.
- Commoditity culture creates/perpetuates false needs for meaningless things.
- Symbolic associations sell. Full of assumptions. Don't have a particular product, don't have what it connotes. eg smelling nice, aftershave, young, popular.
- The need to manipulate people to buy things they don't needs - CONSUMERIST SOCIETY
- John Bergus 'Can't afford not to be glamorous
- Critical positions of advertising - Harmful social force, manipulative device - propaganda and advertising in relation.
- impossible to escape advertising e.g times square.
- Marxis view: We live in a consumer / commodity culture - made to be bought/sold/traded our whole culture based around buying and selling of things.
- 'Instead of being identified by what they produce, people identify themselves through what they consume' - Judith William (author of decoding advertisements) (consumerism related quote)
- Stewart Ewan 'The commodity self'
- SEMIOTICS - Signifier : Rose, Signified: romance. Used in advertisements, when put into its context. Aftershave = signifier, when put in context with a persuasive ad, the signified becomes popularity or likewise
Evaluate -
Why I believe this statement to be true...
These theories believe my own to be true…
But if this wasn't in affect, advertising wouldn't be what it is today, wouldn't work as well etc…
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