OUGD501 - Context of Practice: Consumerism Task

TASK

Using the text Berger, J. (1972) 'Ways of Seeing', write one critical analysis of an advert which, in your opinion, reflects the logic of consumerism, or the social conditions of consumerism, discussed in the lecture 'Consumerism' (17/10/13). Use at least five quotes, referenced according to the Harvard system, in support of your argument.

The Chanel No.5 'Share The Fantasy' commercial was directed by Ridley Scott in the early 1980's, at the same time as the Falklands War between Argentina and the United Kingdom. According to Berger 'publicity helps to mask and compensate for all that is undemocratic within society' (Berger, 1972, P148.), which would therefore suggest that consumerism hides global values in this case, as the advert is produced as a way of masking what it going on in the rest of the world. Ironically too, a plane is featured in the advert passing overhead, linking to the idea of the Falklands war.

Chanel is a society based on desires and people wanting to look like the movie star or model in the adverts. Berger believed that 'the anxiety on which publicity plays is the fear that having nothing you will be nothing' (Berger, 1972, P143.). This suggests that if you spend more money to overcome anxiety then you can change yourself and become a better person.

At this time, culture starts to feed off 'needs'. Chanel for example is a society based on desires. This advert suggests that if you buy the perfume and buy into the brand then you will be like the stars featured. If you don't manufacture a false desire in this way, then people will simply stop spending, which is why it is an extremely clever marketing technique.

Freud suggested that adult behaviours are manifestations of childhood fantasy and desires. It could therefore be said that this advert links closely to Freud's theory, as consumerism is supported by using attractive models or actors.

Adverts such as this one, will have been shown repeatedly for a substantial amount of time to make it worthwhile to film. The repetition enables it to become more and more memorable to the audience. Berger made the observation that 'all of us see hundreds of publicity images every day of our lives' (Berger, 1972, P129.), he is basically saying that there is no escaping advertisements and consumerism as it is just constantly building in our subconscious mind.

If you are wanting to be seen as superior and elite then this is the product you should buy according to Chanel. According to Berger, 'the happiness of being envied is glamour' (Berger, 1972, P132.) which suggests that you feel more superior when you are envied. In this case the advert is filmed in a way that makes you look up to the man and woman and aspire to be like them.

The way the man fades out as he walks out of the water almost suggests a dream like presence when you are wearing this perfume. This links closely to Berger when he says 'the working self envies the consuming self' (Berger, 1972, P149.) and 'publicity does not manufacture the dream. All that it does is to propose to each one of us that we are not yet enviable - yet could be' (Berger, 1972, P149.). Both of these quotes suggest that we actually think that all of the things we long for are our own thoughts, when in fact publicity and consumerism manufactures these dreams within us and makes us want to consume more. Freud would have said that this is our repressed sexual desires reaching our conscious mind.