CMN3174 Lecture 12: Lecture 12
26 Feb 2016
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Document Summary
Connect the product to the promise of what"s missing in life. We buy not our of need in contemporary society. We buy the product to fulfill something else in our life very frequently. Focus on the product and miss-making that connection. Question of the creation of desire and wants is central. Dominant media says we the consumer are incharge but if we saw capitalism and persuasive system. Ad is a cultural system, something that creates mass shared meanings that creates mass behaviour. We spend our leisure time exposed to ads and buying. Ad is making distinction between culture and ad. The degree to which culture has been captured by corporations. The process of consuming and buying becomes part of culture. Culture creating desire noted is a misunderstanding of culture and what role society plays. Culture creates these desires, ad is a culture system. Culture helps us express romance, grief, etc (emotion). Culture will shape how we express these things.
