In this session we looked at advertising:
Karl Marx 1818-1883
- He claimed that poplar culture enforces and justifies the political ideology and the power of structure.
- He believes that popular culture/advertising keeps people ignorant of there own/true situations within life.
- Advertising id the mechanism of what happens in life.
- Marx perspective criticism came from wave of political movements.
- He believes that people in the society, have beliefs to serve the interests of the dominant class. As they believe this is better way of living.
- The functions of newspapers and television is to report what advertisers want the people to hear, and what they want them to believe in.
- Advertising distracts people from there wants and needs in real life.
- Advertising draws people into all ways of human, including peoples self-images and their identities.
The adverts we looked at ranges from using symbolic associations ad specific methods to create and sell adverts.
In the image the use of friends creates a communal aspect to using the brand, it is portraying an exciting fun twist the the fragrance.Elements of sex appeal in the image. Which shows that it can ether be for boys or girls(both genders).This advert has celebrities such as Kate Moss and supermodels within it, this creates a false need for the products, making the perfume seen more desirable, making people think they need it.
Commodity culture has false need to promote.
Videos i have found on www.youtube.com that use the same appeal as the above to create the feeling that you 'can't live without' the thing being promoted:
THIS VIDEO PROMOTES OBSESSION BY CALVIN KLIEN. TEH USE OF QUITE EARY MUSIC AND SHORT CUTS THROUGH EDITING CREATE A THOUGHT PROVOKING AD. IT DRAWS YOU IN AS AN AUDIENCE MEMBER.
METHODS INCLUDE : PREVIOUS IMAGES/GOOD SALES
- Superficial idea of brand and image
- Historical products were sold on there merits
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