‘Advertising doesn’t’t sell things; all advertising does is change the way people think or feel’ (Jeremy Bullmore). Evaluate this statement with reference to selected critical theories.
It is hardly arguable that advertising is one of the most influential design medias in the western world; we are constantly bombarded by images promising our fantasies of a better life. We see an ideal of ourselves presented to us by the media and advertising, which demands we buy something to gain status in society; we react by thinking if we buy the product it will become a reality. It seeks to make people unhappy with their current possessions, and manipulates them into believing that the product makes the person, as Judith William states “Instead of being identified by what they produce, people are made to identify themselves because of what they consume” (Williamson, 1978). Consumption becomes an addiction and we find ourselves subconsciously following a false need, always having to have the latest, ‘newest’ product on the market. Commodities can also be seen as a shortcut to knowing who people are, we artificially feel closer to some people and further away from others because of their clothes and possessions. We conduct our relationships through objects or products and use them to ‘relate’ to other people, this dehumanizes society and makes material possessions more important than the actual person.
“In our urban world, in the streets where we walk and the buses we take and the magazines we read, on walls, on screens. We are surrounded by images of an alternative way of life.” (Berger, 1972) Whether consciously or not we take in these images that we are bombarded with in our everyday lives, promising us a brighter future. They demean our way of living, glamorizing products and consumerism. These images persuade us to buy something in a bid to make our lives in some way better, promising us happiness and wealth, although in doing so we’ll be poorer for having spent our money on otherwise worthless products. They show us people who have been transformed by these products, evoking in us envy, “This state of being envied is what constitutes glamour.” (Berger, 1972) We see our ideal selves in these images presented in the media and are envious of the fact, leading us to believe that if we buy the product it will make our ideals a reality.
“Oil paintings were surrounded by gold frames which symbolize the wealth of the owner within the picture and around it, what surrounds the publicity image is us, as we are.” (Berger, 1972) In the past people have used art and culture to show off status, now we use commodities. These advertisements, thrown out into the middle of our world, exclude us and leave much more to be desired. They belittle our lives as we know them and present to us our supposed ‘needs’ evoking in us a sense of longing for something better than the bleak world we live in.
“Products are shown in a favorable context, they encourage the viewer to associate their product with pleasant scenes, likeable characters. Romance, glamour and fun.” (Jacobson, 2006) Image and ideology are inherent factors in contemporary advertising, and when products are more subtly introduced to us, imbedded in motion pictures we are unaware of the impact they have on a subconscious level. Film audiences are easily definable when it comes to considering target market groups. Predominantly the age range of film goers tend to be from 15 to 34. Product placement in films also offers an outlet for products that are banned or discouraged from other, more conventional ways of advertising; such products include cigarettes and alcohol.
Imbedded advertising in film is often very subtle and few viewers are even aware that it exists. As Jacobson and Mazur state, “Imagine the impact of your customers seeing their favorite star using your product in a feature film. Both YOUR COMPANY’S NAME AND PRODUCT thereby become an integral part of the show, conveying both subliminal messages and implied endorsements.” (Jacobson, 2006) Films depict to us visions and variations of social realities; they are an apparatus for our own representations. This leaves us to interpret these ideologies as our own and subconsciously link them to products imbedded within these images.
The advertisement industry is also hugely influential towards children, sending them messages that they do not necessarily understand. “Research suggests that children under age 7 or 8 generally do not realize that ads are intended to persuade them to buy something. Younger children tend to think of ads as informal rather than persuasive.” (Alexander and Hoerrner, 2006)
Children are bombarded and overwhelmed by advertising messages from a young age. Very young children do not differentiate between program content and advertisements, finding it harder to distinguish between what is fact and what is being persuasive. They do not understand the distinctions between the real world and the ideal world being presented and cannot recognize deceptive and manipulative images, finding it hard to tell the difference between fantasy and reality. Another concern about advertisements aimed directly towards children, is the effect they have on their views towards commodities and material possessions. The American Psychological Association states that children are increasingly learning to be more materialistic and associate their self worth by what they own. “They are what they buy.” (Kunkel, 2002).
'The Uncle Sam Range' (1876) advertising image by Shumacher &Ettlinger, New York
This advertisement for ‘The Uncle Sam Range’ is an example of how imagery and subtle connotations are used to evoke people’s emotions and ‘need’ for something better. This image uses obvious symbols and stereotypes to brag of America’s greatness, which undermines other nations and makes them look primitive in comparison. It taps into people’s pride and longing to be the best, and to have the best. Every aspect of the image hints at America’s superiority over other nations. The entire set out of the image shows a typical ‘perfect’ family, as if by buying the range you are also buying the American dream. It is of course ridiculous to think that an oven can change your life, and make you some way superior to other people, or nations. But we buy into this thought; we buy into the thought of having something better. This not only undermines other nations, but it undermines everyone who views it, saying that there is always something more to be desired, this is what you want and how you want to be seen. “Advertisements are selling us something else besides consumer goods: in providing us with a structure in which we, and those goods, are interchangeable, they are selling us ourselves.”(Williamson, 1978) This quote speaks of how we do not buy the material product, but the idea of the product, the idea of it making us something more.
Victor Burgin’s Possession (1976)
This next image by Victor Burgin communicates a clear message, “7% of our population own 84% of our wealth”. Advertisements feed on this fact, and feed on capitalism. We buy things to make us feel richer, but in turn we are making ourselves poorer and them richer by spending money. Publicity persuades us that by buying something or having a certain product it will make us feel in some way wealthier and in turn make us feel happier. This makes people buy things that they do not necessarily need or want, giving us a superficial status and self-identity by the things we own. We use these possessions to express an idea that we have of ourselves, or how we want other people to see us, this arouses the question do we get to know people for whom they are or by our material possessions?
It seems that the advertising industry feeds solely on exploiting our emotions and uses this as a tool to get us to buy into whatever they may be selling. Although I have brought up many negative views and points about how we react to advertising and the media around us, it does benefit the economy by encouraging business and growth, although the majority of the wealth may be going to a small percentage of the world. Despite this I cannot help but feel that the advertising industry does nothing but tap into our insecurities, making us believe that possessions can actually change the way we feel and how happy we are with our lives. It brags of the virtues of commodities and demands we buy something to gain status in society, making us live in an ever-growing materialistic world. “We obviously do need these material goods. Advertising gives those goods a social meaning so that two needs are crossed, and neither is adequately fulfilled.” (Williamson, 1978) It appears that we are in a vicious circle between our need and want for material possessions.
