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AdvertisingConsumerCulter Lec2.docx

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University of Toronto Scarborough
Media Studies
Stacy Jameson

Advertising:  Emphasizes how things should be These two categories don’t exist outside of the representation itself. “There is no reality outside of representation” Essentially what we consider the ideal of life and negative points of life are in many ways constructed by the ads, they tell us what we should be disatisfyed with and what we should hope for. Cultural Shift in how we define self worth: Lyres Theraputic Ethic: “Shift in societ y from defining one self from things like protestant work ethic etc, things like self deniable than shifts for to defining our selves by things, individual wish fulfillment” Move from careful spending and hard work, to a life of spending= better life quicker. “Buying has become a way of satisfying our emotional needs” Paradox: If system always supports dissatisfaction, than if we used shopping to satisfy emotions, building self worth, then we have to construct a way that these things will never be fulfill. Must find a way of keeping everyone needing more so they by more. So therapeutic ethic will never be satisified. Planned obsolecense: creating new anxieties and disatifications. Reading: Stuart Ewen: Commodity Self: We tend to define self worth in part through the consumption of goods.  Buying is presented as a way of giving our lives meaning. Our subjectivities sense of self are mediated and constructed by ads.  We become defined as how other people see you and that we do Commodity Fetishism:  Mystification of how things are vs. how they appear to be  Process of giving special powers to something  Contrast between message and idea as well as the realities that get washed away. 1900’s Vocab:  Distinction he draws between strategies and tactics:  Strategies: practices by which dominant inst seek to structure lives of their below. (tv makes them by into shows and ads, planned  Tactics are the practices employed by those not in powers, that gain some control over their practices. (i.e. pvr fastforwarding.) Strategies:  Ads use broad range of voices, a particular tone in an ad. (artist, science, etc) that give a stylistic or visual tone to the ad. Can be important to whether or not we buy into ad or product. Signs: Signifier- word sound image (I.e. Image of the car) Signified element of meaning underneath that sign (speed youth weatlth) Dog is not the animal, it’s the signifier, stands in for animal. Signifies safety Distance between signified and signifier. Denotation: literal or face value meaning of a sign. (i.e. rose= denotation is flower) Connotation: Adds social, historical, cultural meaning to denotation. Relies on context, experience to decipher. (i.e. rose= sign of romance, stands in for love, loyalty, grief.) Watch for this today: Repeative Motif- Gets meaning not from single ad but from multiple (i.e. use recongnize motif of absolut vodka, prolific, makes a brand rather than product.) (I.e. Got Milk Campaign- selling generic product. Uses diff celelbs with milk mustache to promote milk consumption. Gives milk which is boring bland a glamour, hipness. Having a milk stache is something to be proud of.) Metonymy- General association of one sign to another. (i.e. celebrity to milk) Repetition of slogan and style, motif, reaffirms product between what is familiar and what is new. Ads have presumption of two things being relevant to one another. Related or
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