Is advertising prostitution ?
Often considered as a tool used by
capitalism to change established values within society. Advertising is seen as
the fuel to capitalism and therefore worse than capitalism.
Advertising is good at showing you things
from a different perspective. A creative piece of advertiing for Vivianne
Westwood showing sex showed women being fun.
It is also considered influential in
changing our perception and what we may need and want. Advertising takes the
human feeling and modifies it to fit the capitalist system. Plays with self
worth, the idea that we long to fit in and be like everyone else – we need this
new product to be like them. Advertising can be subtle and make us feel or act
in certain ways.
No short term effect specific to the
product. For example we are not being pushed into a shop. Instead it modifies
us over a long period of time.
Barbara Kruger takes the famous quote from
Descartes ‘I think therefore I am’ and
changes it to ‘I shop therefore I am’. This
sums up how well advertising works. We are only what we are because of
the stuff we buy.
Advertising is often used to explore
sexism, treating people as cultural stereo types of their sex.
Does sex actually sell?
Sex can create an attitude and a
personality for a brand. A great example
of this is Top Ford perfume for men where they explicitly used women's body
parts to advertise the perfume.
If everything we’ve seen so far has been
negative, or perceived as negative. What’s good about advertising?
1.
It drives global economies
2.
Drives creativity
-
1st wave of
creatives were revolutionaries who were creating a etopia.
-
2nd wave created
persuasive adverts
3.
Very Powerful form of art
4.
Advertising shapes popular
culture
5.
It is endlessly entertaining
-
the guardian video – 3 little
pigs
6.
It can enlighten and inspire
7.
It reflects values, hopes and
dreams
8.
Challenges you to do
something - challenge yourself with nike
9.
Questions social norms and
attitudes
10. Raises social awareness
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