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M98MC Week 2 Advertising and Consumer Culture. The 1980s and Beyond John Keenan john.keenan@coventry.ac.uk. Campaign Details. In groups. Theory check-up. Read Understains Words in Ads Freedom Captains of Consciousness Decoding Advertisements Watch

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M98mc week 2 advertising and consumer culture

M98MCWeek 2Advertising and Consumer Culture

The 1980s and Beyond

John Keenan john.keenan@coventry.ac.uk


Campaign details
Campaign Details

  • In groups


Theory check up
Theory check-up

Read

  • Understains

  • Words in Ads

  • Freedom

  • Captains of Consciousness

  • Decoding Advertisements

    Watch

    Century of the Self and Ways of Seeing


Next week
Next week

  • Group work at 2.30pm

  • Lecture starts at 3pm

  • Individual tutorials throughout the second part of the session next week



M98mc week 2 advertising and consumer culture

Assignment : analysis of campaign

4000 words


Today
Today

  • 19th Century

  • 1950s – birth of consumer culture

  • 1980s – consumer culture takes over

  • Lifestyles

  • Hedonism

  • Commodification

  • Postmodernism 1 – the break-up of the sign


M98mc week 2 advertising and consumer culture

Culture

The Nineteenth Century

Urbanisation

Migration

Uprooted mass


M98mc week 2 advertising and consumer culture

Richard Hoggart

“an all-pervading culture”

Read: The Uses of Literature


M98mc week 2 advertising and consumer culture

You’ve never had it so good (Harold MacMillan, UK prime-minister)

Goldthorpe et al, 1968-9

The Affluent Worker


M98mc week 2 advertising and consumer culture

The 1980s

  • Key ideas

  • Culture

  • Thatcherism (UK) Reagan (US)

  • Lifestyles

  • Hedonism

  • Display

  • Individualism

  • extravagance










M98mc week 2 advertising and consumer culture

Lifestyles

Gold Blend

Yuppie

Lifestyles in Advertising

Read: David Gauntlett


M98mc week 2 advertising and consumer culture

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


M98mc week 2 advertising and consumer culture

Work

‘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

Why else would you work?



M98mc week 2 advertising and consumer culture

2. The postmodern condition

What do you know?


M98mc week 2 advertising and consumer culture

Postmodernism 1 – sign not goods consumption

‘the game of sign consumption is an integral part of the ‘society of the spectacle’

Lury, 1997: 69

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


M98mc week 2 advertising and consumer culture

Postmodern Consumption 2 - knowing

‘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

‘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


M98mc week 2 advertising and consumer culture

Postmodern Consumption 3 – fluid signified

‘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


M98mc week 2 advertising and consumer culture

Postmodern Consumption 4 – the consumed individual

‘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


M98mc week 2 advertising and consumer culture

Postmodern Consumption 5 - hyperreality

‘the final triumph of capitalism...meaning is a sham...reality flickers like a television screen’

Lury, 1997: 71