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- Sign Wars: from cynicism to sentimentality and back again.
- Being a rebel, taking a strong stance acting out against the homogenizing
- They know that ppl can get cynical. We get cynical. The next step is, how do
they reach us when we stepped out. We know that you know this is a bunch
CENTURY OF THE SELF REVIEW
- Post-war, North Americans inevitably became AWARE that they were being
- In the industrial revolution, people are losing their individuality, losing the
feeling of being different.
- Each of us think that we have it
- What is it? Our uniqueness/skill? What we offer to a group?
- Pre-industrial revolution. His labour is right there
in it. There is this connection between him and his work, his work and his
customer. It’s a different sense when we buy in Costco, we don’t know who
made it, where it was built. He has individuality.
A ‘MASS SOCIETY’
- What is it? Millions of us participate in the same things. We operate as a part
of a large group. We may think we experience individual agency, but even
that is PRODUCED for us (Adorno and Horkheimer, 1847).
- It’s a very tricky claim. Even when we think we’re experiencing a moment of
agency, no because that is produced too. It’s predetermined for us.
- He loses his identity. Having no connection to the product.
WE FEEL UNIQUE BUT ARE WE?
- Houses. We are all the same again. We all have cars, etc. We have crisis
HAILING the ALIENATED SPECTATOR - ‘[From the 1960s to] the 1980s, the formulaic nature of deciphering ads had
provoked viewers boredom, anger, and cynicism.
- Viewers grew scornful of advertisers’ motives and resistant to performing the
task of joining disconnected signs by accepting the guidance of advertising
formulas’ (Goldman and Papson, pg. 83)
HAILING the IMMUNE CONSUMER?
- David Lubars, Omnicom exec: consumers “are like roaches—u spray
them and spray the, and they get immune after a while.” (cited in
naomi klein, No Logo (vintage, 2000), p. 9)
- IMMUNITY/resistance to advertising:
- ^ Goldman&Papson: “when individuals are asked to respond to diff
cues that call for radically diff emotional response in a quick
successive manner…[they] defend themselves by becoming
affectless, by shutting down response” (p 83, emphasis added).
BUT DOES TREATING CONSUMERS LIKE ROACHES WORK???
- They want to get at us. Trying to find ways to get at us.
THE CHALLENGE FOR MARKETERS
- Opinion leaders in consumer culture discovered: we m