Ads, Fads and Consumer Culture

Analysing advertisements from a cultural

perspective, based on the

book by Arthur Berger

Hours per year spent by average citizen watching TV: 1679 (p. 63)

Price of air-time for a 30-second commercial during 2006 Superbowl: $2.5 million (p. 2)

Total amount spent on advertising in the US (2005): $280 billion (p. 113)

Total amount spent on advertising in the rest of the world: $241 billion (p. 114)

Americans who expressed interest in products to block adverts (2004): 69% (p. 6)

Some facts and figures

Advertising as communication

Berger's model of “focal points in the Berger's model of “focal points in the study of communication” (p. 52)study of communication” (p. 52)

AudienceArt

Artist Society

Medium

Analysing advertisements

Berger uses different approaches to analyse advertisements, including:

• Semiotic analysis• Psychoanalytic theory• Sociological analysis• Feminist analysis• Historical analysis• Myth/ritual analysis

Semiotic analysis

Semiotics is the study of signs – how things can be used to deliver some kind of message.

The important point to remember when considering how things functions as signs is that the meaning attached to them is arbitrary. The meaning of signs is a convention that is learnt within a group/society, it is not a natural and universal meaning.

• What signs, symbols and codes can be What signs, symbols and codes can be found in the advertisement?found in the advertisement?

Psychoanalytic theory

Freud suggested that our ego continually balances the primitive subconscious desires for satiation of our id against our superego, which provides critical self-examination and anticipates the potential damage of actions proposed by our id.

Advertisers frequently try to encourage our id in order to get us to notice and desire their product

• How does the advertisement make use How does the advertisement make use of the human psyche to sell products?of the human psyche to sell products?

Sociological analysis

Consider how elements of the text are relevant to such matters as socio-economic class, gender, race, sexuality, status and role.

• How does the advertisement reflect How does the advertisement reflect social concerns, and the problems of social concerns, and the problems of people in their daily lives?people in their daily lives?

Feminist analysis

As a specialist application of sociological analysis, feminist analysis is particularly concerned with power structures in society, especially those that keep women in an inferior position.

• How does the advert reflect the values of How does the advert reflect the values of male-dominated society?male-dominated society?

Historical analysis

Here the advert can be evaluated in terms of the changes that have taken place in advertising over the years, how the advert fits into a larger campaign and/or previous advertising campaigns.

• How does the advertisement relate to How does the advertisement relate to historical events?historical events?

Myth/ritual analysis

Advertisements often contain allusion to contemporary popular culture. In addition, there is a vast wealth of shared cultural knowledge relating to mythical knowledge, such as biblical stories or classical mythology.

• How does the advertisement relate to How does the advertisement relate to ancient myths?ancient myths?

An example: Fidji perfume advertisment

How might we use Berger's six different approaches to analyse and understand this advertisement?

Semiotic analysis

• empty space• position of mouth in photo• posture of mouth/lips• Polynesian woman?• long, dark hair• orchid• Fiji: the tropics (escape)• language: French

Psychoanalytic theory

• the snake: phallic symbol• the snake: anxiety• the word 'sex' contained in the advert (subliminal)• removal to the tropics, away from the civilising influence of home

N.B. This advert appeared in some countries without the snake. Why?

• value and importance of romantic heterosexual love• target audience: young women seeking escape?• prestige product: expensive perfume, French language and associations with high culture• role of women: providers of sexual pleasure, temptress• ethnic assumptions: women from less developed nations seen as less repressed, more passionate (more primitive)

Sociological analysis

Feminist analysis

• snake: phallic symbol? = subjugation, dominance• women's role as objects of male pleasure• objectification of women in adverts: accessible to the male gaze, on show to gratify male desires• holding the “desirable” bottle of perfume, but perfume's purpose is to please men: women perpetuate male dominance?• return to paradise = return to male dominance? (Garden of Eden: “And [your husband] shall rule over you”)

Historical analysis

• Cleopatra killed by a snakebite• Advertising: historical context

Myth/ritual analysis

• Medusa• Garden of Eden• Women as dangerous, snakelike, venomous• Temptation

Interactive oral assignment: instructions

You (the whole class) have been chosen as the committee that will nominate and choose the best print advertisement of all time.

1. Work in pairs (preparation: HMWK) Each pair will nominate one advert. You need to select that advert, and prepare a short presentation of the meaning contained within that advert.

2. The meeting (the IOA: next lesson)Each pair presents their advert, after which the whole group discusses the adverts and decides on the winner.

Criterion: The advert that communicates the most Criterion: The advert that communicates the most meaningmeaning

Interactive oral assignment: further information

1. PreparationYour mark for the A criterion will largely be determined by the preparation you do. How well have you understood the advertisement? How well are you able to analyse its content and meaning?

2. The taskDuring the task, you will be running the meeting yourselves. Your ability to contribute to the ongoing discussion, and interact with the others is part of how you will be assessed on criterion C. How clearly you present your ideas, particularly the analysis of your advert, will be assessed on criterion B.

Remember to consult the marking criteria for Remember to consult the marking criteria for information on how you will be assessed in this task.information on how you will be assessed in this task.

Berger, Arthur Asa (2007) Ads, Fads and Consumer Culture: advertising's impact on American character and society. Lanham: Rowman and Littlefield

References