![Page 2: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/2.jpg)
Campaign Details
• In groups
![Page 3: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/3.jpg)
Theory check-up
Read• Understains • Words in Ads • Freedom • Captains of Consciousness• Decoding Advertisements
Watch Century of the Self and Ways of Seeing
![Page 4: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/4.jpg)
Next week
• Group work at 2.30pm• Lecture starts at 3pm • Individual tutorials throughout the second
part of the session next week
![Page 5: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/5.jpg)
Last week – what did you learn?
![Page 6: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/6.jpg)
Assignment : analysis of campaign4000 words
![Page 7: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/7.jpg)
Today
• 19th Century• 1950s – birth of consumer culture• 1980s – consumer culture takes over• Lifestyles• Hedonism• Commodification• Postmodernism 1 – the break-up of the sign
![Page 8: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/8.jpg)
CultureThe Nineteenth Century
UrbanisationMigrationUprooted mass
![Page 9: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/9.jpg)
Richard Hoggart
“an all-pervading culture”
Read: The Uses of Literature
![Page 10: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/10.jpg)
You’ve never had it so good (Harold MacMillan, UK prime-
minister)
Goldthorpe et al, 1968-9The Affluent Worker
![Page 11: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/11.jpg)
The 1980s
Key ideas•Culture•Thatcherism (UK) Reagan (US)•Lifestyles•Hedonism•Display•Individualism•extravagance
![Page 12: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/12.jpg)
Music
![Page 13: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/13.jpg)
Fashion
![Page 14: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/14.jpg)
Leisure
![Page 15: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/15.jpg)
Dance
![Page 16: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/16.jpg)
Films
![Page 17: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/17.jpg)
TV
![Page 18: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/18.jpg)
Hair
![Page 19: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/19.jpg)
![Page 20: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/20.jpg)
Greed is Good
![Page 21: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/21.jpg)
Lifestyles
Gold BlendYuppie
Lifestyles in Advertising
Read: David Gauntlett
![Page 22: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/22.jpg)
Hedonism
‘modern hedonism is characterized by a longing to experience in reality those pleasures created or enjoyed in the imagination, a longing which results in the ceaseless consumption of novelty’ Lury, 1997: 73
Read: Lead us into temptation
![Page 23: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/23.jpg)
‘People now work...not just to stay alive, but in order to be able to afford to buy consumer products. The goods which are advertised serve as goals and rewards for working... consumption has taken off into an almost ethereal, or hyper-real, symbolic level so that it is the idea of purchasing as much as the act of purchasing which operates as a motivation for many in doing paid work’
Bocock, 1995: 50
Work
Why else would you work?
![Page 24: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/24.jpg)
DEBATE: WHAT ALTERNATIVES ARE THERE TO HEDONISM?
![Page 25: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/25.jpg)
2. The postmodern condition
What do you know?
![Page 26: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/26.jpg)
‘the game of sign consumption is an integral part of the ‘society of the spectacle’ Lury, 1997: 69
Postmodernism 1 – sign not goods consumption
Baudrillard
‘all needs are socially created’ Lury, 1997: 68
‘the logic of production is no longer paramount; instead the logic of signification is all-important’ Lury, 1997: 69
![Page 27: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/27.jpg)
‘The audience is increasingly made up of a media-literate generation, its members, rather than seeking the truth, in turn self-consciously mimic the media – they adopt the persona of fictional characters as a way of expressing themselves, they discuss their personal lives as analogies with the story-lines of soap-operas, and talk in catch-phrases of celebrities and the slogans of advertising campaigns. They know when they’ve been Tango-ed’ Lury, 1997: 70
Postmodern Consumption 2 - knowing
‘it makes no sense to criticize people for being insufficiently materialistic; instead, we should submit to the magic of advertising as a playful code’ Lury, 1997: 71
![Page 28: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/28.jpg)
‘Objects are no longer related to in terms of their practical utility, but instead have become empty signifiers of an increasing number of constantly changing meanings. There is an overproduction of signs and a loss of referents’ Lury, 1997: 71
Postmodern Consumption 3 – fluid signified
![Page 29: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/29.jpg)
‘Rather than people using objects to express differences between themselves... people have become merely the vehicles for expressing the differences between objects’ Lury, 1997: 71
Postmodern Consumption 4 – the consumed individual
![Page 30: M98MC Week 2 Advertising and Consumer Culture](https://reader035.vdocuments.us/reader035/viewer/2022062811/56816109550346895dd05414/html5/thumbnails/30.jpg)
‘the final triumph of capitalism...meaning is a sham...reality flickers like a television screen’ Lury, 1997: 71
Postmodern Consumption 5 - hyperreality