Week 7 Lecture 1 – Oct. 23 , 2013
Cultural representations and the objectification of women
What is the goal of advertising?
- Ads sell more than products, they sell values, images, and concepts of love, sexuality, success,
- Tries to sell us ‘happiness’, how do we become happy?
o A good family, friends, job?
Or buying a new car? A bug house? A new shade of lipstick? The newest phone?
Happiness in our consumer society is oriented toward the marketplace, and
comes from the purchase of goods or services
What are some of the consequences of this type of happiness?
- Real source of satisfaction cannot be provided by buying goods or services
o Money cant buy love
Creates a never ending cycle of consumption
- Advertising becomes a ‘propaganda’
o A weapon of mass persuasion
o Works to fuel economic growth
o Shapes how we view ourselves and others
Where can the influence of advertising be seen most readily?
- Children’s play
o Marketing shapes and limits children’s imaginations
Play as creative vs. imitative
Reinforced gender roles for boys and girls
- Electoral politics
o Politics has become about who has the best commercials, not who has the best policies
Elections as time for debate vs. building popularity through commercials
- Auditory perceptions and experiences
o Music videos have changed music and its meaning
Meaning as poli