CCT210H5 Lecture Notes - Lecture 8: Masculinity, Caffeine, Signify
10 Nov 2017
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Document Summary
19th century and earlier: literal description of product. Late 19th - early 20th century: consumption as a way of solving social problems. 1930s: advertising began to reflect the qualities and values that were important to consumers. 1950s: advertisements began to promote images of the product that consumers could identify with. Post 1960s: advertising became more concerned with invoking subliminal and unconscious desires. Advertisers are the interpreters of our dreams. They connote and rely on deeply ingrained narratives and myths (things we see as commonsense). They package it so you choose their products over others. It usually follows trends rather than sets them or you can upset people. Electricity changed ads - billboards, television, radio, etc. The problem with society was the black man. It is the responsibility of the white man/boy to cleanse the black man/boy (i. e. cleanliness). 1920s consumption as a way of solving personal and social problems.
