Sell Me Something

There is a very real problem with advertising in general that we as a culture have come to either ignore, embrace, or perpetuate. It is manipulative, unforgiving, and symbiotic. Jean Killbourne cites that we are exposed to 1500+ advertisements a day, by a 130 billion dollar a year industry, which is a statistic from twenty years ago. It is an attack ruled by profit at the expense of our identity. There are ways to curtail the influence of advertising, or rather, methods/rules that should be set in place to fix what is essentially an unchecked system of abuse.

Douglas Kellner talks about the Marlboro and Virginia Slims advertising campaigns, and advertising expenses that are charged on the consumer’s card. “…consumer capitalism constitutes a tremendous waste of resources, and forces consumers to pay high prices for products that they are induced to think that they need for success, popularity, self-esteem, and other socially desirable qualities” (130). He also mentions that advertisers are not taxed, and they should be. I agree with this, and this would be one step on a very long road that would marginally hold advertisers more accountable for their actions. The taxing could alter consumer spending habits as well as advertising strategies, and to be frank, any change to the psychologically charged advertisements of today is welcome.

Anthony Cortese compiled examples of advocacy advertising, which use vivid imagery to spread a message and awareness to ideas such as pro-choice/pro life, animal rights, anti-war, anti-drugs and domestic violence. This is effective to some degree since the ads expose the audience to problems that they might be unaware of while leaving an often times thought provoking image with them. The idea is that when someone becomes aware of a problem, they have the choice to react. This is essentially how we live from moment to moment. One recent example: the Kony 2012 video by Jason Russell. The potential for such a method of advertising to act as a catalyst for great change is tangible.

Subvertising is another form of advertising that can be useful in that it resonates similarly to advocacy advertising (often intertwined). While taking a step in the right direction by devaluing a particular product/ideal and raising awareness, subvertising falls short as it generally mimics that which they deem inappropriate. By reflecting on a product and transmitting a message of fear, caution and cause & effect, it still echoes the same basis in which general advertisements are rooted. Here’s one example I felt the need to comment on: the anti drinking advertisements that can be found all over the subway system.

The objective is to have the audience transported into the victims’ shoes, bringing one to the idea that irresponsible drinking leads to violence, disorientation/the inability to get home safely, and/or a broken neck. The implication is that to not drink in moderation is to subject yourself to the victims predicament. Alcohol induced aggression leads to a bruised face or jail time (even if you’re wearing a business suit), and not being able to get home safely could lead to a myriad of problems especially for an intoxicated woman as the ad highlights while not overly implying the repercussions. This works in the form of a message, but lacks the urgency necessary to instill change.

What would be most advantageous for humanity as a whole would be advent of advertisements that are focused on presenting an unfiltered, unbiased truth, provided for the audience to absorb as free will intends. Absent are the methods of persuasion, selling of identity, selling of sex, emotions, lies, and in their place an undistorted balance that is akin to how the real world should be.

I don’t feel that the solution can be implemented in today’s society, where niche audiences are exploited for their unique tastes/insecurities/desires, as the almighty dollar drives the world economy. Unless the system of money/reliance is somehow alleviated (free energy, universal acceptance of the self, world peace, or some other system that would change our view of the world), the systematic subjugation of the consumer will continue. I don’t have the answer, but we have the tools for deconstructing the false truths that have been taught to us.

Sources:

Cortese, Anthony “Constructed Bodies, Deconstructing Ads: Sexism in Advertising” Kilbourne, Jean “Beauty and the Beast of Advertising”

-Pablo Dominguez