Consumer Cultures

1
Consumer Cultures

• Chapter 2
• Text Ads, Fads, Consumer Culture
• Course Critical Perspectives in Advertising

2
Scholarly Studies of Advertising

• Advertising has been of interest to scholars in
  many disciplines because these scholars see
  advertising as one of the central institutions in
  America
• Keep in mind that Americans are exposed to more
  advertising than people in any other society
• This is because of the amount of time we spend
  watching TV and listening to the radio
• And because our media institutions are mostly
  private, for-profit ones public TV and radio
  attract relatively small (though generally highly
  influential) audiences in America

3
Shaping Our Values

• In his 1954 book People of Plenty David Potter
  observed that advertising not only has economic
  consequences, but it also shapes our values
• Potter wrote If the economic effect is to make
  the purchaser like what he buys, the social
  effect is, in a parallel but broader sense, to
  make the individual like what he gets- to enforce
  already existing attitudes, to diminish the range
  and variety of choices, and in terms of
  abundance, to exalt the materialistic virtues of
  consumption.

4
Defining a Consumer Culture

• As defined by our texts author, consumer
  cultures are those in which there has been a
  great expansion (even an explosion) of commodity
  production
• This leads to societies full of consumer goods
  and services and places where these consumer
  goods can be purchased
• In consumer cultures, the game people play is
  get as much as you can
• Success is defined as being the person who has
  the most toys
• This leads to a lust for consuming products
  and conspicuously displaying them- as a means of
  demonstrating that one is a success and,
  ultimately, that one is worthy

5
Consumption Lifestyle

• Mike Featherstone wrote in 2007s Consumer
  Culture and Postmodernism that the new heroes
  of consumer culture make lifestyle a life project
  and display their individuality and sense of
  style inthe assemblage of goods, clothes,
  practices, experiences, appearances and bodily
  dispositions they design together into a
  lifestyle
• Featherstone says the consumer culturalist
  speaks not only with his clothes, but also with
  his home, furnishings, decoration, car and other
  activities which are to be read and classified in
  terms of the presence and absence of taste.
• And, of course, it is advertising that teaches
  us about the world of consumer goods- what is
  fashionable, hot, cool, in andout
• See movie trailer The Joneses

6
Taste Cultures in America

• Sociologist Herbert Gans suggested that in the
  U.S. we have five taste cultures high culture,
  upper-middle culture, lower-middle culture, low
  culture, and quasi-folk culture
• Each taste culture has its own art, literature,
  music, etc which differ mainly in that they
  express different aesthetic standards
• Advertising agencies have to figure out how to
  direct messages that will resonate with the
  various taste cultures
• One way is to determine who will most likely be
  watching a certain television program

7
The Neiman Marcus Example

• People may feel a great deal of pressure to show
  taste and discrimination, suitable to their
  socioeconomic status, in the products and
  services they consume
• In the U.S. Southwest, especially Texas, the
  Neiman Marcus stores played to this by appealing
  to oil millionaires who had plenty of money but
  no sense of style adequate to their financial
  resources.
• NMs catalogs with their absurdly expensive
  his and her gifts generated lots of publicity
  for the store and also generated a halo effect
  for items purchased there
• Anything purchased at NM became by definition
  stylish and in good taste
• Our books author describes what Neiman Marcus
  did as couthification (couth defined good
  manners, refinement, cultured)

8
Consumer Culture Negatives

• People become too caught up in consuming things
  as a means of validating themselves and proving
  their worth
• In consumer cultures, people all too often dont
  think about what they have but only concern
  themselves with what they dont have
• Needs are finite but desires are infinite
• As soon as our needs have been taken care of, we
  become obsessed with what we dont have but want
• Or what advertising tells us we should want!

9
Manufacturing Desire

• What advertising does, among other things, is
  manufacture desire and shape it, and thus create
  people who are insatiable and who have been
  conditioned to continually lust for more things
• Retail anthropologist Paco Underhill who
  studies shoppers, describes shopping as a
  transforming experience, a method of becoming a
  newer, perhaps even slightly improved person.
• He says the products you buy turn you into that
  other, idealized version of yourself. That dress
  makes you beautiful, this lipstick makes you
  kissable, that lamp turns your house into an
  elegant showplace.
•