sociology review notes

sociology review notes -...

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Image-Based Culture: Advertising and Popular Culture: 1938 The New York Advertising Agency N.W Ayers transformed diamonds from financial investment into a symbol of  committed and everlasting love.  -!947: Diamond is forever. -The institutional structure of the consumer society orients the culture. -The market place is the major structuring institution of contemporary consumer society. -Back during agrarian-based family, community, ethnicity, and religion were the dominant institutional mediators. 1920s is the period in our history that makes the transition point in the development of an image-saturated society. During  this decade the advertising industry was faced with a curious problem—the need to sell increasing quantities of  “nonessential” goods in a competitive marketplace using the potentialities offered by printing and color photography.  With the 1920s we saw progressive integration of people into messages however, we don’t see “real” people in ads, but  rather we see representations of people who “stand for” reigning social values such as family structure.  Advertising and the Good Life: Image and “Reality’’ -Fundamentally, advertising talks to us as individuals and addresses us about how we can become happy. -“Social” life and not “material” life that seems to be the locus of perceived happiness. -Advertising does not work by creating values and attitudes out of nothing but by drawing upon and rechanneling concerns  that the target audience (and the culture) already shares.  -Image based system reflects our desire and dreams, yet we only have the pleasure of the images to sustain us in our actual  experience with goods. -Commodity image-system provides a particular vision of the world a distinction referred to as one between “having” and  “being.” Happiness lies at the end of a purchase. -Advertising as part of a new religious system in which people construct their identities through the commodity form, and in  which commodities are part of a supernatural magical world where anything is possible with the purchase of a product. -The commodity plays a mixture of psychological, social and physical roles. -The object world interacts w. the human world at the most basic and fundamental of levels, performing seemingly magical  feats of enchantment. -The advertising image-system constantly propels us towards things as a means of satisfaction. Advertising is a propaganda  system for commodities.  4 areas in contemporary world where the commodity system has impact: 1-Gender identity: defined almost exclusively along the lines of sexuality which provides a resource that can be used to get  attention and communicate instantly.
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This note was uploaded on 04/13/2011 for the course SOCIOLOGY 2172B taught by Professor G.cassidy during the Spring '11 term at UWO.

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sociology review notes -...

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