ADVERTISINGAND SOCIETY – JANUARY 28
CHAPTER 2 (CONT’D)
- Which of the following statements is incorrect?
Traditional economic theory stresses irrational consumer and consumer sovereignty.
TET stresses the rational consumer and consumer sovereignty. ***
• Plutocracy: rule of the rich
• Democracy leads the middle class to believe they have power.
• Mob Rule: Marketplace serves the many (the largest segment). The more
expensive something is, the more profitable it is.
- Mass production caters to conformity.
Free-choice is a myth of the marketplace.
- According to the text societies based on status ranking produce socially scarce positional goods.
Availability of scarce goods reinforces status.
We are compelled to ‘keep up with the Jones’” in order to ‘fit in’.
Conflict in this is the desire for individuality vs. the desire to still fit into society.
- According to the text, which of the following statements is incorrect?
Advertising lies to us.
CAREFUL WITH THIS – The prof is of the opposite opinion – being that advertising does
lie – however, the author of the textbook (and most academics) use the word ‘manipulate’
p. 19 – 22
- FOR THE EXAM, KNOW THREE SOURCES OFAMBIGUITY. *** (found in the pages listed above or in the
- The exchange of things in many cultures was literally an exchange of persons.
Revisiting the concept of ‘a part of a person/their soul’being integrated into the goods they
Eg. Mona Lisa prints VS. The original Mona Lisa.
- Marx claimed that objectified (embedded) in the commodity are the social relations of production.
Marx was focused on production as opposed to consumption or media.
Douglas stated: “Consumption reproduces social order.” - How things are produced also
tell us about society. Both production and consumption make up society reproduction.
- Marx claimed that there is nothing mysterious about a commodity and its usefulness today.
Rather, the mystery lies within exchange-value.
• High abstrac