“Advertising is not a new type of lie.”
(Cortese, pg 56)


Advertising is everywhere...
We all may think we know the game, but image after image and text after text, the messages become less ridiculous and slowly become our realities.
It's brilliant really, take a product that no one needs and trick them into thinking its absolutely necessary. Its all about money and there is no money in a healthy happy person. There is only money in problems.

“To be successful, an ad must be persuasive on two levels. First, it should raise your anxiety level. It should persuade you that you need something; it should make you feel guilty, inferior, or somehow “less than”. Second, an ad must provide the solution. If an ad captures you on both these levels, you are generally hooked.” (Cortese, pg 63)

Unfortunately this method works, and advertising is extremely successful. Its an over $130 billion a year industry (Kilbourne), and certainly isn't going to change it's ways anytime soon. It seems to only be getting more and more aggressive. And with online media so popular, advertizing is becoming even more invasive and personal. With cookies and online tracking, ads can now target individuals on a new level.

The only true way to stop the sexism, racism and power hierarchies found in so many ads today is to stop listening to them, and stop buying the products. How do we do this? We teach the public the truth; you don't need these products and you don't to be this person. Its a very difficult task considering the power ads and the media have today, but i do think there are a few ways we can begin to take a crack at it.


Subvertising:




"Subvertising overthrows or subverts mainstream ads." (Cortese, pg. 49)
Usually with irony and wit, subvertising using the same tactics as the ads it is attacking, literally. Set up to look like the ad itself, a subvertisment will make you look casually at something seeming so familiar, and then catch you off guard when you see the real message. While they may not be a huge act of change, these ads can make you stop and think, and criticize the real ad. The are a good part in opening your eyes to the truth, often while making you laugh.


I loved the video we watched in an earlier class, “Reelgirls”, showing young girls really breaking down the lies of advertising, and developing their own critical opinions. I think the only lasting “solution” to this problem would be proper education and increased awareness, more importantly in our youth. As early as grade school we should be educating not only the girls but all children about the dangers of advertising and the media.
Self-esteem programs and positive role models are important. Its difficult in our society though because so many people are influenced but the media and advertising, good role models are hard to come by. I wonder how many young girls get influence by ads and media not just from first hand viewing, but from coming home and seeing their mothers and family reacting to the images as well....



Sources:

- “Constructed Bodies, Deconstructing Ads: Sexism in Advertising” Anthony Joseph Paul Cortese
-"The beauty and the beast of Advertising" Jean Kilbourne

- Building Confidence & Self-Esteem in Young Girls / PSA Video http://www.youtube.com/watch?v=IWzbIVwGd1E&feature=related

- http://subvertise.wordpress.com/2004/10/08/adbusters/

-animalblawg.wordpress.com