Advertising_as_Culture_----_(Chapter_1_Advertising_–_a_way_of_life).pdf

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Chapter 1Advertising – a way of lifeTony PurvisWharton, Chris. Advertising as Culture, Intellect Books Ltd, 2013. ProQuest Ebook Central, .Created from umuc on 2018-11-07 03:01:01.Copyright © 2013. Intellect Books Ltd. All rights reserved.
Wharton, Chris. Advertising as Culture, Intellect Books Ltd, 2013. ProQuest Ebook Central, .Created from umuc on 2018-11-07 03:01:01.Copyright © 2013. Intellect Books Ltd. All rights reserved.
Don Draper: This is the greatest advertising opportunity since the invention of cereal. We have six identical companies making six identical products. We can say anything we want. How do you make your cigarettes? Lee Garner, Jr.: I don’t know. Lee Garner, Sr.: Shame on you. We breed insect repellent tobacco seeds, plant them in the North Carolina sunshine, grow it, cut it, cure it, toast it … Don Draper: There you go. There you go. [Writes on chalkboard and underlines: ‘IT’S TOASTED.’] Lee Garner, Jr.: But everybody’s else’s tobacco is toasted. Don Draper: No. Everybody else’s tobacco is poisonous. Lucky Strike’s … is toasted. Roger: Well, gentlemen, I don’t think I have to tell you what you just witnessed here. Lee Garner, Jr.: I think you do. Don Draper: Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of a road that screams with reassurance that whatever you’re doing is OK. You are OK.Lee Garner, Sr.: It’s toasted. [Smiles] Lee Garner, Sr.: I get it.(From: Mad Men(AMC, Lionsgate Television), Season 1, Episode 1 (July, 2007))Culture is ordinary: that is where we must start. To grow up in that country was to see the shape of a culture, and its modes of change. I could stand on the mountains and look north to the farms and the cathedral, or south to the smoke and the flare of the blast furnace making a second sunset. To grow up in that family was to see the shaping of minds: the learning of new skills, the shifting of relationships, the emergence of different language and ideas. … Every human society has its own shape, its own purposes, its own meanings. Every human society expresses these, in institutions, and in arts and learning. The making of a society is the finding of common meanings and directions, and its growth is an active debate and amendment under the pressures of experience, contact, and discovery, writing themselves into the land.(Raymond Williams ‘Culture is Ordinary’, in Highmore 2002: 92)

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Term
Summer
Professor
Mullenneaux, Lisa
Tags
The Land, Pedagogy of the Oppressed, High culture, Mad Men, ProQuest Ebook Central, Intellect Books, Intellect Books Ltd

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