8.30 - 8/31 Review: Advertising Assumed role of advertising...

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8/31 Review: Advertising Assumed role of advertising - Swimming in commercial impressions/ads - “fish doesn’t know its swimming in water” - Need to create space to analyze what we’re swimming in - Break through barriers to analyze advertising critically Dominant message system - Consumer society heavily dominated by advertising - Advertising tax: levied on top of price of products - Ten times more money for 30-sec ad than 30 sec of program o Cheaper programming and more expensive ads Dominant messages: - Ad= homogenized system o Fetishism of commodities (magical meaning) Last foot = emotional decisions o Eroticization (desires channeled through products) Material objects being advertised Symbolic equation: gain material item to get to immaterial desire Disappointment/disillusionment when material objects don’t fulfill expectations (disconnect) Results in disappointing consumptive cycle May lead to less sustainable behaviors
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8.30 - 8/31 Review: Advertising Assumed role of advertising...

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