Blog #3

Most Americans know what is implied by “keeping up with the Joneses.” It’s a statement that reflects the desire to maintain a similar, or better, socio-economic status as one’s peers. In the past few decades this level of satisfaction has dramatically changed, largely due to the effects of mass media. There exists a positive relationship between this escalated need for satisfaction and every day consumerism.

There are different means through which the media works to dictate satisfaction. In the 1950’s there was an emphasis on domestic life. Women were responsible for cleaning the home and caring for the children. They became the targets of advertisements that promoted an easier lifestyle. Appliances that eased manual labor, such as the washing machine became very popular. This began a new era in which the media emphasized self indulgence opposed to need based spending. After the washing machine was purchased women had more time to relax, and possibly watch more programs. Television began to dictate what should be consumed in order to remain in a decent social standing. This was done largely through shows, in which there was a dilemma that was eventually solved by some sort of appliance. This idea of consumption has continued into the present day. In order to remain successful it is necessary to have the same luxuries as those we see on television. People today are often exposed to an unrealistic standard of living. In general, the regular American is working more hours and is less satisfied with life. The media sends the message that personal success is measured by ownership. It is simply impossible for the masses to ever achieve the media’s depicted levels of success.

Jackson Lears’ excerpt Advertising and the Idea of Mass Society brings attention to the “developing rhetoric of “mass man.” Essentially, there are many struggles faced by advertisers regarding their target audience, and methods for delivery. It is the fantasy atmosphere surrounding a product that appeals to the consumer, not necessarily the product itself. “People are duped. Seeking a pleasurable escape from the workaday world, they find it in a deceptive dream world which is no dream at all but a sales pitch in disguise” (Williams 1982 p.169). Advertisements, therefore appeal to this sense of desire that is unattainable for many. Success in terms of the media is “rationality for the few, irrationality for the many” (Lears 1994 p.201). The majorities of consumers are financially unable to purchase the product but are captivated by the atmosphere. Those that are financially capable then purchase the product as a status symbol, to display their apparent success.

Magazines are included in media, and therefore follow the same path as television. It does not matter if a person reads Sports Illustrated, Cosmo, Glamour or Enquire the message is the same. Advertisements promise fantasy and an escape to a dream world where the consumer meets the standards of success. Once the product is purchased however, the consumer is back to square one. Success can be measured differently however it always reverts back to consumerism. If a person’s finds success through a fit, muscular body, then it is necessary that he own the latest in home gym equipment. Images are very powerful because, given the context, they are able to send a non-verbal message to the viewer. Semiotics studies the interactions between a symbol, and the message it sends to the viewer. An easily identified example is eye glasses, which will make a character or model appear intelligent. Books are also effective in portraying higher education. A picture is said to be worth a thousand words because an images’ complexity captures meaning far easier then text.

The October 2008 issue of Men’s Health featured a double page Dolce and Gabbana ad. This is an Italian clothing line that is grossly over priced. A pair of jeans costs roughly $500 while a blazer is over $1000. This is not the typical price range for the average consumer. The ad features actor/model Matthew McConoughey posing in a white button down shirt, the ad cuts off at his abdomen. His hair is gelled back and he is not cleanly shaven. The background features an incandescent room that is dimly lit. McConoughey’s white shirt contrasts the background in combination with white lettering reading, “The new fragrance for men DOLCE AND GABBANA the one.” Flipping to this page, the viewer is exposed to a theme of elegance. The model is gazing at the viewer with a welcoming pose. The ad offers a luxurious lifestyle that can only be achieved through the purchase of this cologne. It almost feels that purchasing this product will break down the imaginary boarder between the real world and allow the consumer to enter into the magazine. Those with high incomes are drawn to the name of the product “the one.” This provides individuality and sets Dolce and Gabbana cologne above all others. The longer I focused on this ad the more enticing it seemed. The soft colors made it appear almost hypnotizing and secluded, like a peaceful utopian world. The multiple ads on the following pages seemed busy and stressful. Today’s society is very demanding and this ad touched on the desire for a calm, luxurious lifestyle.

Images provide society with very powerful messages. Messages that dictate consumer behavior and what it means to be successful in this country. The idea of escaping reality is a common desire that appeals to many. This has provided a foundation for advertising ever since the introduction of department stores in 1852 (Williams 1982 p.172). Technological changes often affect the surface of the media, however the underlying messages remain the same. There will always be a positive correlation between the media’s definition of success and consumer behavior.



WORKS CITED:


Lears, Jackson. 1994. Advertising and the Idea of Mass Society. Communication in History. Pearson Education Inc. Boston MA.

Williams, Rosalynd. 1982 Dream Worlds. Communication in History. Pearson Education Inc. Boston MA.