Context of Practice
Study Task 2
Using the text Berger, J. (1972) 'Ways of Seeing', write one critical analysis of an advert which, in your opinion, reflects the logic of consumerism, or the social conditions of consumerism, discussed in the lecture 'Consumerism' (17/10/13). Use at least five quotes, referenced according to the Harvard system, in support of your argument.
Analysis:
The ideology of 'Freedom' is loosely used as a way to make people think that they are free and happy to do as they please, this comes with the illusion of power and being able to afford a specific price bracket; for example, 'If I can buy such product, then I am free to choose to do so or not' giving the illusion of freedom. Consumerism acts as a palliative; it acts as a sedation or a drug.
Increase in production (mass producing) results in a positive gradient...an increase in the amount of actual products globally. Because of this, companies needed to sell these products faster which meant that products needed to be noticed much quicker; hence the birth and up-rise of branding and advertising. False needs were created through these factors making the targeted audiences feel as though they needed a specific product because of how it was portrayed.
Freud - Argued that humans are irrational beings and that we have instinctual urges, animal like and one of the most destructive species on the whole planet. A civil society is incompatible with our base desires, we can not all be happy because we cannot act out all our instincts. Freudian psychology discusses 'The pleasure principle'.
In Freudian psychology, the pleasure principle is the instinctual seeking of pleasure and avoiding of pain in order to satisfy biological and psychological needs. Specifically, the pleasure principle is the driving force guiding the id.
Bernays - Father of public relations, linking products - brands, celebrities and politicians to our instinctual desires. Employed to orchestrate these ideologies on a mass system, employed to destabilise socialist countries.
By necessity to exist, we have to desire commodities, the wealth of our capitalist society we are made to purchase/make things. As a bi-product we are given the illusion we have the free choice, this is however within a system of options, made to look like infinite options. It pacifies us momentarily. Our desires have been met and it makes us, for a small time, docile. - The pleasure principle.
Consumerism
encourages audiences of specific ranges to purchase products and
services in greater amounts than usually expected. Consumerism
strongly plays with the ideologies of freedom, desire and self
confidence in order to socially and economically alter the
consumption of a product/service. The
publicity image belongs to the moment. We see it as we turn a page,
as we turn a corner, as a vehicle passes us.(Berger.J, 1972 'Ways of
seeing') This evidences that we are constantly
surrounded...being bombarded by how the media portrays the 'perfect'
lifestyle... everything we need to be happy. To be free and no longer
desire. However this ideology juxtaposes itself as we are fooled by
this because of the ever increasing product turnover and renewal.
Stores, products and services are constantly changing, therefore as
is the ultimate lifestyle desire ideology. This results in the
consumer, the customer, never truly being satisfied and chasing these
ideas to settle desires.
They
never speak of the present. Often they refer to the past and always
they speak of the future (Berger.J,
1972 'Ways of seeing') The
Selfridges advert above which says 'Self respect is whatever it takes
to fit into that dress' is a prime example of what Berger if
referring too. It states a desire to be accomplished in the future,
hints that the present self is not 100% happy and that by moving
forward towards the desire, being unhappy will be in the past. The
Selfridges advert is simple and concise. It takes a bold approach to
illustrate its importance and creates a statement factor. The yellow
background draws attention to the audience and the juxtaposition of
bold and outlined black text creates the illusion of utmost
importance.
Consumerism
plays on a persons aspiration to be envied. Being
envied is a solitary form of reassurance (Berger.J, 1972 'Ways of
seeing')
This basically refers to being
observed with interest but not observing
with
any interest, therefore feeling of more importance to others that
surround you. If
you do you will become less enviable. In this respect the envied are
like bureaucrats; the more impersonal they are, the greater the
illusion (for themselves and for others) of their power. (Berger.J,
1972 'Ways of seeing') This
ideology is portrayed through adverts such as the Selfridges ones
shown above that offer ideas and guidelines about the modern 'ideal
lifestyle'.
As
consumers, we are lead to believe that the purchasing of specific
products and services will lead on to our ideal lifestyle,
contentment and happiness however, the constant renewal of products
has such a high turnover that we, as consumers are fooled into buying
such products then guilt lead into the feeling of constant
improvement to adjust our future. The
recollection of quality remains long after the price is forgotten
(Web, luxury information pages,
http://www.luxos.com/news/travel-news/3321-selfridges-and-the-art-of-shopping)
This quote illustrates that Selfridges in particular, along with
other department stores use consumerism to create an illusion over
price of products by enhancing the emphasis on happiness from
purchasing from that specific store and how the ideologies will
impact on our future as individuals.
References:
Web:
http://www.luxos.com/news/travel-news/3321-selfridges-and-the-art-of-shopping
Text:
Berger.J, 1972 'Ways of seeing'
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