“Advertising doesn’t sell things; all advertising does is change the way people think or feel” (Jeremy Bullmore).

In today’s society advertisement is unavoidable it can be found everywhere; on billboards, posters, television. This essay will discuss the idea of adverts in the 1970’s portraying women as domestic providers and their roles being limited to the domestic sphere only cooking food for their husbands and looking after the children. I will also look into how adverts try and persuade us to buy products we don’t need in today’s commodity culture. Some adverts also use a series of signs, which work as signifiers for things with deeper meaning for example using celebrity’s status to sell products or persuade people to want to buy their products.

In John O’Shaughnessy’s book “persuasion in advertising” he goes on to explain the different methods of advertisements he stated that “Effective advertising is, almost always, persuasive advertising; and advertising that does not seek to persuade is really missing an opportunity”.

In john Berger’s ways of seeing he describes advertisement as something we cant escape, images which are everywhere showing us an alternative way of life he goes on to say that we might not necessarily be influenced by them but for a moment we take in the adverts and are stimulated by them causing us to potentially think or feel differently about them. In Guy Cooks book “The Discourse of advertisement” Cook (2001: 1) goes on to say, “Despite all the care and skill in their creation, ads are flicked past, put in the bin. Advertisement is everywhere but nowhere”, this shows that not all adverts out there are interesting enough or influence us enough to make us stop and be persuaded to buy their products this could potentially mean that adverts no matter how interesting and funny don’t always catch our attention.

John Berger stated that, “Publicity plays upon the fear of not being desirable” (Ways of Seeing – Advertisement). This statement shows that adverts try and sell us glamour through publicity and they give us the idea if we purchase their products we will become enviable to others, Berger also stated that. “A man’s ability to consume is directly related to his sexual validity” (Ways of seeing – Advertisement) this means that the adverts play upon men’s fears of not being sexually desirable by the opposite sex if we don’t buy the products which are being advertised. Stewart Ewen backs this up by saying “In commodity culture we construct our identities through the consumer products that inhabit our lives”, this shows that adverts try and sell you a lifestyle and if you don’t buy their products you run the risk of being undesirable, Stewart called this the “commodity self” where were selling ourselves to commodities and materialistic values to fit in with society.

John Berger goes on to say, “A publicity pictures suggests if we buy what it is offering our life will be different from what it is” (Ways of seeing – Advertisement), this statement shows that adverts suggest that we are inadequate and that they are trying to sell us an alternative lifestyle which will be better than our current lifestyle, therefore adverts don’t necessarily try and sell you products but they play upon our emotions and fears to try and persuade us to purchase their products in order to be accepted into society.

A lot of advertisements use symbolic association to interest people in their products, the advert symbolically associates itself with the models sociability, youth, and sophistication, multiracial, popularity this unisex fragrance is selling itself to be suitable for anyone no matter who you are. The products themselves are perceived as being cool, sexy and sophisticated. Guy Cook (2001: 2) stated that: “Advertising can be seen as urging people to consume more by making them feel dissatisfied or inadequate, by appealing to greed, worry and ambition…” This adverts symbolic associations with sex plays upon the fear of not being desirable to the opposite sex if we don’t spend forty pounds on perfume, we will run the risk of being inadequate. This advert builds upon the idea of a dream, an idyllic view of what your life could be if you bought this product, It is trying to convince us that we will have a better quality life buy buying it. John Berger’s stated that: “adverts try to enforce the fact that all our relationships will become radiant because of our new possessions and we can only achieve such radiance if we have money” (Ways of seeing – Advertisement). This quote in forces the idea that adverts try and sell us a new lifestyle to try and improve our lives, by doing this it is makes you are a lesser being if you do not own the products they try and sell. This advert is also trying to trigger an emotional response to capture its audience into persuading them to buy this cool and sophisticated fragrance O’Shaughnessy (2004:27) stated that, “In the grip of an emotion, a person not only feels differently, but tends to think differently. Advertising that resonates emotionally stands more chance of inducing a change in beliefs and values/motives/wants/desires than one based on logic alone.” In reality we don’t need these expensive products to improve our lives, or to aspire to them. The products that they sell create false needs, we can be happy in our lives without them.

In this advert for kitchen extension phones by Bell telephone uses the stereotypical 1960’s housewife and the mythical idea that women are always gossiping over the phone with their friends to illustrate the need for a phone in the kitchen. The ad states that having an extension phone in the kitchen will mean that the women wont forget about her food in the oven or need a reason to even leave the kitchen. This ad indicates that women have been portrayed as domestic providers who do not make significant decisions and that they are dependent on men to protect them or to provide them with money. The ad illustrates notion of sexism with the idea that men are superior over women and that the women’s main role is at home in the kitchen. This advert make out that men only regard women as sex objects who are there to provide them with food and children.

The advert persuades you to buy into the lifestyle it is selling, the “American Dream” where the women is at home and happy making food for her husband and looking after the children, the ad also sells the idea of successfulness, if you can afford a second phone in the kitchen for your wife. John Berger stated, “If we buy what is offering our life will be different” (Ways of seeing – Advertisement). In this advert it offers you the perfect stereotype lifestyle.

The advert for Chanel nr 5 is another example of women being used to advertise products in 1978, unlike the previous advert this one is promoting its products in a much different way, this advert uses the face of Catherine Deneuve, a well known French Actress and celebrity. Judith Williamson decoded this advert and pointed out that this advert works with semiotics. Chanel Nr 5 is printed out across the bottom of Catherine’s face, which is a part of a system of signs; her face is the signified, which represents elegance and sophistication. This then represents the fragrance as being elegant and sophisticated to the public. This type of advert persuades us that we can gain some of this elegance by using Chanel nr 5 and that our lives will be improved. Nowhere in this advert does it tell us to buy the fragrance but instead with a set of signs it subtly persuades us that our lives will be more glamorous and sophisticated if we buy this product, like Catherine Deneuve a celebrity and actress.

This Chanel advert is persuading that you can obtain something of Judith Williamson by buying this fragrance, John O’Shaughnessy (2004:83) stated in his book that, “People seek social approval from all others, but it is more valued when it comes from those higher up the social scale since it is less likely to be self-serving and is considered more perceptive”.

In conclusion adverts don’t directly try and get people to buy there products, they work much more subtle. Referring back to the title of  “Advertising doesn’t sell things; all advertising does is change the way people think or feel”, we can clearly see after investigating the three adverts that they all persuade the public in slightly different ways. The first advert makes us think or feel that we are inadequate and that we need to buy the products to improve our lives and to let them become radiant with all our new possessions, the advert also makes us think that we need to fulfil all the false needs it proposes to us for instance buying a 40 pound bottle of perfume we done need. The second advert uses the idea of the perfect household by using stereotypes and makes you think that you need to obtain this and the only way you can is by buying the advertised products, which will improve your lifestyle. The third advert persuades us that we can become as elegant and sophisticated as celebrities by buying their products; this makes us think that we are inadequate. To conclude advertising does change the way people think or feel and it uses this to persuade us that we need to buy their products to belong within their set society.

Bibliography

Books:

Cook, G. 2001. “The discourse of Advertising”. 2^nd ed. London: Routledge.

O’Shaughnessy, J. “Persuasion in advertising”. London: Routledge.

E – Books:

Advertising Association President’s Lecture, 1998. “Advertising and its Audience”. London: WPP Group. Available at: < http://www.wpp.com/NR/rdonlyres/ED5FD8FF-F951-4C77-8ADA-FB5E61C85587/0/advertising_and_its_audience.pdf> [Accessed on 12/01/2011].

Youtube:

Manwithaplan, (n.d.). Ways of seeing (final episode – advertising) ¼. Available at: < http://www.youtube.com/watch?v=mmgGT3th_oI> [accessed 14/01/2011].

Manwithaplan, (n.d.). Ways of seeing (final episode – advertising) 2/4. Available at: < http://www.youtube.com/watch?v=6q0JvXiZw7o&feature=related> [accessed 14/01/2011].

Manwithaplan, (n.d.). Ways of seeing (final episode – advertising) 3/4. Available at:<http://www.youtube.com/watch?v=zbebPdXv70w&playnext=1&list=PL872405DBCBDFF922&index=14> [accessed 14/01/2011].

Manwithaplan, (n.d.). Ways of seeing (final episode – advertising) 4/4. Available at:< http://www.youtube.com/watch?v=tAJovNjXMTs&feature=related> [accessed 14/01/2011].

Websites:

The Gender Ad’s project. Available at: < http://www.ltcconline.net/lukas/gender/pages/roles.htm> [Accessed 18/01/2011].

Graphic design & deconstruction

The main block of text called the body contains most of the content this can also be called the running text which can flow from page to column or box. This allows text to be viewed as a thing a sound or a sturdy object. Designers are able to break up the text into pieces offering shortcuts through the masses of information. Typography also helps the reader to navigate the flow of content to allow them to find specific information quickly. 

 Handwritten documents were riddled with mistakes and they weren't easy to correct but after the invention of printing corrections were made much easier and it allowed the text to be changed in the future as well. 

Spacing is a important factor for a typographer not only is he concerned with the positive grain but also the negative, for every space is constructed by a physical object. We take breaks between words but spoken language is perceived as being a continues flow with no gaps, without spacings between words written language would be illegible.

Traditional text pages have all been supported by navigational features of a book like page numbers, headings, index, appendix... these are all features which make it easier for the reader to navigate and understand the text. In the modern era convergence of typography and moving image help distract the audience from the disclosure of ownership and authorship.

Deconstruction in typography has to do with a spatial, non-linear process. "Communication for the deconstructivist is no longer linear, but involves instead the provision of many entry and exit points for the increasingly over stimulated read." (Cahalan 1994, p.1). The idea that text is no longer suppose to be just read from left to right but instead the reader perceives the text in their own way, you can start reading the text from anywhere however it suits you. The reader is suppose to "feel" the text rather then to just "read" it in the conventional way.

This is a poster produced by Allen Hori, the posters title is "typography as discourse" which means typography as speech or communication through words. The idea behind this poster was that pictures can be read as words and words can be objects. Allen Hori was a student at Cranbrook and this was produced as a project by Katherine Mcoy to try prove that by laying and juxtaposing words and text designers can force the reader to interpret the poster themselves. There is no clear grid for the text and the layout of the type makes is borderline illegible. 

When you first look at the poster there is no clear start point to read and no clear heading. It has been left for the reader to decided which parts of the poster to analyse and in what way to interpret the type and image. The type works as image and is laid out in a way to make the reader have to analyse it to read it. The spacings in the text are random as well which makes it harder to read or to understand a word.

The text layouts are irrational and spontaneous this makes most of it very hard to interpret, the spacings make this even harder for example the word "read" has been written backwards without random spacings between the a and d this makes you have to conscious think and then construct the word yourself instead of it just being laid out in its conventional manor which is straight forward and understandable.

In conclusion i think that this poster is a piece of deconstruction work, it doesn't follow any of the conventional type rules which makes it very hard to interpret. Theres text where you wouldn't expect to find it and the text is broken up in a manor which makes it incredibly hard to read. The text also works as an image.

Deconstruction in Graphic Design

This is a front cover from the ray gun magazine which david carson was the art director of. Ray Gun was known for its cutting edge graphics and numerous typo's. The magazines layout has no clear order and no grids, its in complete disorder.

This is a piece done by david carson as well where he basically states dont mistake legibility for communication. The entire image is made out of just type laid over each other. It goes against any clear grids or legibility.

This is a piece done by Marinetti he has used his poetry in a deconstructive way where the words actually represent an expression or a dialogue. The abstract composition forces you to read the poem in a specific way.

This is a Wolfgang Weingart poster, the poster is loaded with so much information and its up to the reader how they interpret it and how they read the poster. You can interpret this poster in the conventional way by reading it left to right you have to read the bits you are drawn to first may that be because the point size is bigger and it grabs your attention first.

This is a poster done by Spriegfried Odermatt for a jazz festival, all the rules for type has been thrown out of the window for this poster, theres no clear structure, text is overlaid over other text and theres no clear area to start reading. 

Avant Gard in Graphic design

One definition of Avant-Garde is the ability for art to exercise a positive influence on society, i decided to focus on graphic design in advertisement as this would be seen by most people. The Term Avant-Garde comes from the French who define it as being at the forefront of innovation which introduces and explores new forms. Most ads try and sell you something, this could either be good or bad. The ad's i have chosen to talk about are ads which attack some of the major companies who sell us products under false pretenses. 

The absolute end advert for vodka, shows the dangers of excessive drinking can cause death in a lot of extreme cases. The ad influences society to realise that drinking isn't as sexy and glamorous as its made out to be. This ads goal is to show people the dangers of drinking.

The second ad i have chosen is a spoof ad for nike, the text on the ad says "You're running because you want that raise to be all you can be. But its not easy when you work 60 hours a week making sneakers in an indonesian factory and your friends disappear when they ask for a raise". This shows the reality of the nike brand and how its made, using cheap labor from indonesia to make us more affordable shoes, but at cost of someone else's life.

Both these ad's are attacking big brand names and trying to provoke social change and one of the goals of Avant Garde is to exercise a positive influence on society.

Introduction to Post Modernism

Characterised

• Exhaustion
• pluralism
• pessimism
• disillustionment with idea of absolute knowledge

Modernism

• Expression of modern life/technology

Post Modernism

• a reaction to these

Origins

• 1917- German writer Rudolph Pannwitz, spoke of  nihilistic, amoral men
• 1964- Leslie Fielder a culture which rejected the elitist values of modern culture

• 1960 - begins
• 1970- established as a term
• 1980- recognisable style
• 1990s- dominant theoretical discourse
• today- tired and simmering
• Modernism dies according to Charles Jencks - 15th of july 1972
• demolition of the Pruit - Igoe development, st. Louis
• typical modernist design

Post Modernism

• has an attitude of qeustioning conversations
• Post modern aestheric = multiplicing of styles and approaches
• space for new voice
• only rule is that there are no rules
• celebrates what might otherwise be termed kitsch

Park Hill Flats

• post war housing
• modernist style
• build a community

New media and Visual Culture

Characteristics of new digital media

• "late age of print" were in atm
• age of print started 1450
• allows people to become literate
• Lage age of print we now have to be computer literate

Electronic Books

• reader takes on the role of author
• democrasation 
• challenges the role of author

Computer Media

• hypertext
• overwhelming amount of information
• all the information you need
• new technologies change the world

Definitions of Mass Media

• Modern systems of communication
• negative criticism of mass media
• superficial, uncritical, encourages status Quo, audience is dispersed, disempowered, figures measure success. 
• encourages apathy
• power held by few motivated by profit/social control
• bland, escapist and standardised

Positive

• not all low quality
• creativity can be a feature of mass media
• democratic potential

Artist use of Mass Media

• John Walker - Art in the age of Mass media, what happens to art in this late age
• Oliviero Toscani - Benneton Campaign
• Leeds 13 - uses mass media to get known and get work

Key Qeustions

• Can art be autonomous
• Should art be autonomous
• Jackson pollard paid by CIA to do his work to show the work of free mind
• art for political reasons.

Advertising

• a harmfull social force
• Relationship between propaganda & advertisement
• Adverts effect us subcontiously
• commercial consumer advertising - adverts which promise something
• Kalr marc 1818-1883
• we live in a consumer/commodity culture
• They way people think of themselves or others
• construct their identities by products
• "The commodity self" - steward ewens
• We measure ourselves with what we own or what we can buy

Big TV - signifies money, how well off you are

• Buying things to reinforce the person we want to be
• we judge people on superficial categories
• you are glamorous when envied
• measuring ourselves against unobtainable ideals

Symbolic Associations

• Sociability
• popularity
• youth
• coolness
• sophistication
• multiracial 

Adverts like these produce a false need for meaningless things

How does it perpetuate false needs

• aesthetic innovation
• planned obsolescence 
• novelty
• builds false desires

Commodity Fetishisms

• The context in which a product is produced is kept hidden
• gets personified with people and things
• people become dehumidified 
• sexy
• romantic
• sophisticated
• cool

Frankfurt School (1923)

• Commodity culture manipulates us and makes us think in one dimension
• advertisers say it creates wealth for our world
• encourages - Freedom, Choice
• how free are you well you keep being called inadequate

Stereotyping

• manipulates people
• seeks to make people unhappy
• can become addictive
• encourages us to buy something potentially unhealthy

Semiotics

The front cover is a mythical construction of what the working class male is interested in; Cricket, Football and X factor. The front cover is also a mythical construction of women being babes, singers and sexy santa's. The photo of katie shows innocence although the text used is bold and gossipy, the language used within the article is common and aimed at the working class male it uses slang like "Babe" which connotes working class slang for a sexy lady, which is another mythical construction of women.

Photography lecture

A document of the world at a moment

• Document with the aim to change the world
• use camera to change the world
• Document to relay to others
• a photo is not necessarily neutral
• offer a humanitarian perspective
• portray social and political situations
• people tend to form the subject matter

James Natchway - Conflict photographer

• idea of showing people how the other side of the world live

The photographer and the subject always have to compromise the photo as both have their own idea of what they want in the photo.

FSA Photographers

• Paid by the american government to document the depression
• they were instructed what to take
• not neutral photos

John Lampray

• used staged photography to show inferiority of blacks
• photography used as power

Robert Capa (conflict photographer)

• shocking and horrifying images

Magnum (international Group)

• documents social problems

5 Images of modernist graphic design

P. Citroen (1923). "Metropolis"

This image is a representation of the world where your not the centre. He uses photomontage which is a new technology for the time. The amount of images used is overwhelming.

H. Beck (1932) "underground map"

Harry Becks underground map was a case of form follows function, instead of confusing all the train lines by keeping them geographically accurate. The poster is anti decorative as well which is a modernist trait.

H. Hoch (1920) das schone madchen

This image represents a little girl lost in a world of new technology. She uses photomontage which is a new technique for the time.

G. Klucis (1930) Electrification of the entire country

This photomontage is new technology for the time and the image represents the government trying to get electricity to the entire country by constructing a network of regional power stations.   

El Lissitsky (1924) Advert for ink

El Lissitsky used modernist techniques and montage to produce this advert for ink