M98MC Week 2 Advertising and Consumer Culture

1. M98MCWeek 2Advertising and Consumer Culture The 1980s and Beyond John Keenan john.keenan@coventry.ac.uk

2. Last week – one thing you learned

3. Shun Li learned

4. Tissa Faith learnedI learnt advertising involves lots of signs

5. Brenda Bogonuolearnedadvertising is about making the consumer anxious and unhappy with their lifestyle and it sells dreams

6. Dian Cao learned

7. Shiwan Chen learned

8. Ismail Elnourlearnedthe concept of different ways of seeing

9. Jian Du learned

10. Na Wang learned

11. Mary Ighorhiunilearned

12. Faizul Khan learnedpersil from 1980s to 21st century what changes is human behaviour

13. Wei Li learned

14. Campaign Details • In groups

15. Theory check-up Read • Understains • Words in Ads • Freedom • Captains of Consciousness • Decoding Advertisements Watch Century of the Self and Ways of Seeing

16. Today • 19th Century • 1950s – birth of consumer culture • 1980s – consumer culture takes over • Lifestyles • Hedonism • Commodification • Postmodernism 1 – the break-up of the sign

17. Culture 3 definitions –Raymond Williams High, popular, a way of life A structure of feeling Raymond Williams

18. Consumer Culture Shiyan Lu 2014:

19. Growth of Consumer Culture • Capitalism/Enlightenment 16th-17th Centuries • Massification – alienation 19th Century • The affluent worker 1950s

20. The 1980s • The 1980s, Neoliberalism and the Commodification of Everything • Postmodern Culture and Consumption – you know you’ve been Tango-ed

21. Key Terms Keynesian Neoliberalism Lifestyles Hedonism Commodification Postmodernism – the break-up of the sign

22. The Jerk

23. None are more hopelessly enslaved than those who falsely believe they are free Johann Wolfgang von Goethe

24. Captains of Consciousness

28. mindcasting pp. Posting a series of messages that reflect one's current thoughts, ideas, passions, observations, readings, and other intellectual interests. . http://www.guardian.co.uk/media/2010/aug/09/facebook-users-union-demands-payment?INTCMP=SRCH http://www.facebook.com/advertising/ * http://www.wordspy.com/words/mindcasting.asp

30. Be Like No Other Pseudo-individuality Adorno

31. Who is our captain? Who is your captain?

32. I consume, therefore I am

33. Me

34. TV characters places other cultures What else do I consume? books Food (object/meaning) musicians education films

35. “False needs” • Raymond Williams • Advertising: The Magic System (1962) • Because of advertising we live in fantasy

36. We are what and how we produce and consume

37. Culture The Nineteenth Century Urbanisation Migration Uprooted mass

38. Richard Hoggart “an all-pervading culture” Read: The Uses of Literature

39. Fixed gender roles wife - corner shop, clothes line, husband - work, pub Superstition - touch wood, black cats Shared working-class life in the 1930s Food - chops, chips Attitude - family, neighbour Language - mam, our Alice

40. You’ve never had it so good (Harold MacMillan, UK prime-minister) Goldthorpe et al, 1968-9 The Affluent Worker

41. Publicity is the life of this culture - in so far as without publicity capitalism could not survive John Berger 3.39 Watch: John Berger Ways of Seeing

42. Sigmund Freud Edward Bernays ‘constantly moving happiness machines’ Herbert Hoover29/4/2002 The Century of the Self 8.33 Century of the Self

43. Neoliberalism 1970s - Keynesian • financial and oil crises bring social unrest 1980s • Rise of new economic and political doctrines – Margaret Thatcher, Ronald Reagan 1990s • Demise of contrasting ideologies – Fall of the Berlin Wall – Dissolution of the Soviet Union

44. The 1980s • Key ideas • Culture • Thatcherism (UK) Reagan (US) • Lifestyles • Hedonism • Display • Individualism • extravagance

45. Music

46. Fashion

47. Leisure

48. Dance

49. Films

50. TV