Lecture Notes:
The Unconscious mind > Attempt to understand mind and working of. It does have a direct effect on our conscious activities. Dynamic Unconcious.
Freud invent disipline; through studying patients and studying dreams, both states is where conscious mind takes over unconscious mind.
BREAKDOWN
> SUPEREGO, EGO, ID (3 states of mind) Superego/ego is relationship with people id - animal instincts / human desires. EMOTION sexual attraction, desire of kill, eat etc etc. human instincts.
As you grow and socialise, your superego develops, which i controlling, conscious or pre conscious. Ego is understanding your personality CONCIOUSLY. Connection between each aspect.
Feelings : PENIS ENEVY > Castration // Envey // Oedipus Complex
Children - fist understanding of sex is mother and father relationship - one of power, rather then love. Power > represented by penis. Symbol of POWER (unconscious relationship) Child figuring our sexual urges if it is a boy - he forms castration anxiety, sees mother without penis (been castrated) therefore no power, if girl, they form penis envy, which is where they will never possess power as father, they will never have 'penis'/'power'.
EDWARD BERNAYS:
Documentary; CENTURY OF THE Self by ADAM CURTIS
MAIN POINTS;
* POWER USED FREUD TO CONRTOL > BERYNSE, FIRST PERSON TO MANIPULATE MASSES. HOW TO MAKE PEOPLE WANT THINGS THAT THEY DIDINT NEED. CONRTOL MASSES. SATISFYING PEOPLES DESIRES: ALL CONSUMING SELF
- DANEGROUS INSTINCTUAL DESIRES
- POWERFUL SEXUAL FORCES WE REPRESSED COS THEY WERE TO DANGEROUS. ANIMAL FEELINGS / IMPULSES FOR UNCONCIOUS.
- 1914 > WAR > FREUD EVDIENCED TRUTH OF FINDINGS.
EDWARD WORKING INPRESS, WAR ON GERMANY - EDWARD EMPLOYEED TO PROMOTE WAR AIMS FOR AMERICA AND EUROPE. SLOGANS HE USED ETC. PROPAGNADA PORTRAYED AMERICAN WHERE INDIVIDUAL WAS FREE. EDWRD WONDERED WETHER HE CAN DO THIS FOR MASSES. IF YOU CAN USE PROPAGANDA FOR WAR YOU CAN USE IT FOR PEACE > PUBLIC RELATIONS COUNCIL, MANAGE AND ALTER THE WAYS OF CROWD, MAKING MONEY BY MANIPULATING UNCONCIOUS. INFORMATION DRIVES BEHAVIOUR
IRRATIONAL MOTIONS, BERNAYS EXPERIMENTED WITH WOMEN AND SMOKING, TABOO AGANST WOMEN SMOKING, IT NEEDED BREAKING - LOST HALF OF MARKET, BERNAYS SAID HE CAN HELP >
WHAT CIGARRETTES DO TO WOMEN? CIGARTES SYMBOL OF PENIS AND MALE SEXUAL POWER, CIGARRTES CHALLANGE POWER THEN WOMAN WOULD SMOKE COS IT WOULD BE LIKE THEY HAD THERE OWN PENIS. PERSUDED YOUNG GIRLS TO HIDE CIGARETTES AND SMOKE IN PUBLIC PARADE - TORCHES OF FREEDOM - PHRASES THAT MEANS ANYONE WHO WANTS SUPPORT SHOULD AGREE, EMOTION MEMORY AMERICAN IDEA OF FREEDOM.
MADE CIGARRETTS SOCIAL - WOMAN SMOKE WOULD BE POWERFUL AND INDEPENDANT (HE MADE THAT IDEA) HE COULD PERSUDE PEOPLE TO BEHAVAVE IRRATIONALLY. NOT TO SELL TO NEED, BUT YOU WILL FEEL BETTER IF YOU HAD IT. ENGAING THEMSEVES 
SYSTEM OF MASS PRODUCTION - OVER PRODUCTION PEOPLE HAD TO MANY SO WOULD STOP BUYING? EDWARD SAID IT WAS TO BASED ON NEED NOT WANT. USED TO BE PROMOTED ON FUNCTIONAL TERMS WITH DURABITY. ADVERTERTS SOLD FUNCTIONAL VERSIONS OF PRODUCTS.
SHIFT FROM NEEDS TO DESIRE - MANS DESIRES MUST OVERSHADOW HIS NEEDS. AMERICAN CONSUMER > EDWARD BERNAYS > NEW YORK BANKS OPENS CHAIN OF SHOPS, BERN-AYS BEGA TO CREATE MASS CONSUMER PERSUASION, PROMOTE COSMO - GLAMER TO FILM STARS AND PRODUCT PLACEMENT, DRESSED STARS WITH SHOPS AND DEPARTMENT SHOWS, PAID CELEBS TO REPEAT MESSAGE TO EPRESS INNER SELF TO OTHERS 'SAME' 'SAME' BUT YOU NEED STUFF TOO MAKE YOU INDIVIDUAL, CLOTHES > BRING OUT THINGS THAT ARE HIDDEN / SIDES OF PERSONALITY, SHORT SKIRTS > MORE ATTRACTIVE?
CONSUMERISM - GROWING WAVE HELPS STOCK MARKET, EDWARD PROMOTED ORDINARY PEOPLE SHOULD BUY SHARES - BORROWING MONEY FROM BANKS, PEOPLE IN LARGE NUMBERS COULD DO THIS. MASSES.
PRESIDENT TO RE-VAMP - MADE 34 FILM STARS WITH POLOTICS - PUBLIC RELATIONS AND POLITICS 1ST TIME. NEW YORK TIMES 'PRESIDENT NEARLY LAUGHED' >>>>> HE BECAME RICH AND POPULAR.
FREUD WROTE TO NEPHEW AND SENT UNCLE PRECIOUS DOLLARS, FREUD GOT BOOKS PUBLISHED, PROMOTED BOOK, MADE THEM CONTROVERSIAL. FREUD HATED AMERICA, BECOMMING PESSIMISTC ABOUT HUMAN BEINGS AT THIS POINT. BEGAN TO WIRTE ABOUT GROUP BEHAVIOUR - HOW EASY FORCES COULD BE TRIGGERED IN CROWDS, UNDERESTIMATED AGGRESSIVE NEHAVIOUR, FAR MORE DANGEROUS THEN HE ORIGINALLY THOUGHT.
publication fraud posted, picture he painted of forces lurking under society, power to destroygoverents. Guding principles of democracy was wrong, cannot make good decisions etc? New elite, control unconscious feelings of masses, Irrationality - mob in street, notion o fanimal drives.
Manage irrational force - ENGINEERING OF CONSENT - consumerism is american life.
you have taken over jo of creating desire, human happiess machines, become key of progress. Made economy work - stable society. Idea of democracy to feel good, that responds to pain or need.
MANIPULATING DESIRES - FOR A CONSUMER DEVICE.
MERGANCE OF A MODERN CONSUMER SOCIETY WHERE EVNTUALLY A DESIRE TAKE OVER A NEED.
NEED TO DEVLOP SOCIETY?
WHO WENT ABOUT DOING THAT AND WHY?
PRESIDENT HOOVER - MADE ECONOMY GROW - THROUGH CONSUMERISM, TO FORWARD AMERICA
OVERPRODUCTION COS OF THE WAR:
CENTRAL MESSAGE: AMERICA REACHES SITUATION IN CRIS OF CAPTALISM, FOR CAPATAILM TO EXIST IT NEEDS TO GROW EG, PROFIT ON PROFIT, TO DO THIS YOU IEVNT BETTER WAYS TO PRODUCE GOOD FASTER, PEAKED IN 20'S IN FCTOY LINES AND MASS PRODUCTION, AMERIC REACHED SITUATOIN WHERE TO MANY THINSG WHERE BEING PRODUCED THAT PEOPLE DIDNT EVEN NEED. GOVERMENTS DECIDED THAT THE NEED TO REATE FALSE DESIRE, IF AMERICA WAS GUNA GROW AS CAPTALIST SOCIETY, START TO CREATE FALSO NEEDS FOR THINGS, THEY WOULD ACHIEVE THIS BY COMMUNICATING AND ATTACHED GOODS TO PEOPLES IRRATIONAL DESIRES, BY SELLING CIGERRES IN 20'S WAS INDEPENT AND FREE AS IT CHALLANGES MALE POWER AS CIGERTTE REPRESNETS PENIS. RADOM OBJECT TO BASE HUMAN DESIRE. DESIRE TO BE STRONG SEXUAL. PRODUCTS TO IRRATIONAL DESIRES, CREATES IRRATIONAL THING. SOCIETY THATS CREATING FALSO NEED FOR COMMODITIES BY TAPPING INTO INNER MOST DESIRES AND MAKING THEN BELIEVE THEY CAN BE FULFILLED.
PRODUCING > SYSTEM IN CRISIS AS GOVERMENT - SELLING WILL BOOST THIS - EMPLOY PSYCHONALYSIS, PRODUCE RICH, CONTURY RICH, POOR CONSUMERS AS MONEY SPENT AND EMOTION NOT FILLED, MAINPLUTING PEOPLES REL DREAMS, YOU TELL SOCIETY WHAT THEY SHOULD DESIRE AND BELIEVE THAT WISHED HAVE BEEN FULLFILLED COS THEY HAVE BOUGHT THAT CAR OR CIGERETTES,
AS GRAPHIC DESIGN - TYPE/IMAGE
RELATIONSHIP TO ABOVE CONTENT:
RELATE IDEA IMAGE / BRAND - FIND LINK TO UNCONCIOUS DRIING FORCES THEN YOU DEVLOP PERSUASIVE TOOL. MARLBORO MAN, ADS VERY POPULAR, SMOKING TRUNED FROM WOMANS ACTIVITY, SO ABOVE CAMPAIGN WAS ALL ABOUT RE-CLAIMING MEN STATUS AND MALE FREEDOM.
NEW LEGISTRATION INTRODUCED COULNT ASSCOITE ADVERTS WITH:
-GLAMOUR / CELEBRITY STATUS
-SPORTY
-SUCSESS IN BUSINESS
-MASCULINITY OR FEMININITY
-SHOULD NOT SEEK TO ACTIVELY PERSUADE PEOPLE TO START SMOKING'
danger that brand would be associated with women and that cuts market in half. Low tar cigarette, needs to be marketed to men, quite feminine already, low tar so ...
SOLUTION:
Campaign based on 2 concepts from freud: life and death instinct. Animal instincts that we have. Life is to have sex and to be healthy and live productive and dymnatic life, successful, death drive is desire for violence, morbid self destruction, negative drive.
Both worked in terms of cigarette advertising > death - drugs - life - hight life, smokers therefore is associating with both they thought.
ASSOSIATIONS - SOFT, SMOOTH, SEXY BED SHEET, PURPLE IS COLOUR OF DECODANCE (ROYAL COLOUR) LUXERY, THE SLIT IS MADE OUT TO LOOK LIKE A VAGINA, WITH SILK AND FOLDS THEREFORE REMINDS YOU OF SEX.
IF THIS SILK IS CUT, THEN WHAT IS DOING THE CUTTING > SISSORS, KNIFE, THRUSTING THEREFORE KNIFE (INDICTED) BECAOMES TEH PRESENSE OF TEH PENIS AND POWER OR THE PENIS.
ACT OF VIOLENCE, SEXUAL VIOLENCE, KINIFE, THEREFORE LINKING BRAND TO MALE CONCIOUS DESIRES.
WORK ON DARKENSS OF HUMAN CONCIOUSNESS.
No comments:
Post a Comment