ms170 - LEARS: Therapeutic ethos : Drawing on the...

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LEARS: Therapeutic ethos : Drawing on the insecurities and fears of people about their lives and their relations to others, the 'therapeutic ethos' of advertising pushed the concept of gratification, fulfillment and peace-of-mind through the consumption of commodities. This ideology -- the therapeutic ethos -- of advertising allowed for, and created, an environment in which consumption was not only acceptable and necessary, but also fulfilled the soul of the individual. / obsessive concern with psychic and physical health deFned in sweeping terms. pursuit of immediate gratification bolstered by belief in consumer goods' ability to improve life, health; offered as liberation; helps cope with modernity; works out tensions between scarcity therapy and abundance therapy. “Reason Why” Advertising : Copywriting approach to print advertising whose format is to state a fact about a product or service in a headline and then explain why the fact is true in the copy text. The idea behind this type of advertising approach is to give a reason why a customer should buy the product or service. Reason-why advertising works better in print than in broadcast, because the reader has more time to consider the message. Broadcast presents a time limitation, and the viewer may very well miss the opening headline or the reasons why the opening headline is true. / address nonrational yearnings by suggesting the ways his client's product would transform the buyer's life. Pointed toward the therapeutic promise of a richer, fuller life. Weightlessness : a feeling of "weightlessness" reinforced the spreading sense of unreality among the educated bourgeoisie. As supernatural beliefs waned, ethical convictions grew more supple; experience lost gravity and began to seem "weightless". Collapse of meaning/decline of referentials : Collapse of meaning says, "The new attention- getting strategies, particularly the therapeutic emphasis on manipulating feeling rather than presenting information, led advertisers to a neither realm between truth and falsehood." decline of referentials: Words become severed from any meaningful referent. Visual and verbal signs no longer held their traditional associations or meanings. Replacement of Ancestral Authority with Corporate or Scientific / Medical Authority : ads began emphasizing corporate and therapeutic authority in order to promote and sell their product. Doctors became ubiquitous in advertising. EWEN : Cultural Dislocation : Due to urbanization and modernity, people are caught between meanings and understandings. People began feeling "dislocated" from their culture. · In response to this, ads began using balance, belonging, and connectedness to sell products. Ads portrayed consumption as a therapy to speak to emotional hungers and present commodities as emotional nourishment. Advertising as a Mobile Form of Imagery
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This note was uploaded on 03/16/2011 for the course MEDIA STUD 170 taught by Professor Retzinger,j during the Spring '11 term at University of California, Berkeley.

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ms170 - LEARS: Therapeutic ethos : Drawing on the...

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