Assignment #3 (part 1)

Meg said...

In the Forward when Rob Walker describes Stay Free, the alternative media publication written mostly by the two editors of this book, I was immediately reminded of FEED. He writes: “Everything in Ad Nauseam is about questioning what most people take for granted…” In essence, that is what FEED did, as well. Like FEED, Ad Nauseam goes against the grain of mainstream society, using examples from that society to bring about critical thinking about issues like consumer culture.
The Preface reminded me of the film Consuming Kids. In the very beginning the author discusses teaching a high school class where the students recognized brand names much more consistently than tree species in the town. That really struck a chord with me. I was astounded in the film when it said that babies as young as six months can recognize brands. Imagine if parents taught their babies about nature instead?
In part one, in the section titled “Brand Magic”, the differences in advertising across gender lines was discussed. It says that when Marlboro cigarettes were first introduced in the 1920s, they were targeted to women because they were thought to be mild and elegant (first cigarette with a filter). Later on, they decided to target WWII veterans who were back working in the US in offices. The “manly men” felt emasculated. New Marlboro ads used images of tough guys with tattoos, riding horses, and the like. All of these sexist stereotypes used to target male and female consumers reminded me of that topic in the film The Ad and the Ego. It really disgusts me not only that corporations play into people’s insecurities and sexual desires, but the fact that it works!
In part two, in the “Your Ad Here” section, I was reminded of FEED. Advertisements are everywhere, including people’s bodies. Brand names and logos are on clothes. Billboards are on the highways (in every state except Vermont). Commercials play in elevators so that we cannot escape. Some retail stores play music or infuse the air with fragrance to attract people to come into the store. Now, we have ads even playing in our own minds, with catchy jingles and rhymes hard to shake. Our culture has literally become an advertisement.

February 8, 2010 9:11 PM