One of the most important source for my project is the report of PIRC (Public Interest Research Centre) and WWF-UK (World Wide Fund for Nature), “Think of me as Evil?”. It is first published in 2011, reviews the evidence for the cultural impacts of advertising in more depth and I found it very helpful to explain what I am trying to show with my project.
According to the report,
1: Advertising’s aim is to increase the overall consumption. The message is; Save less, barrow more, work harder, consume greater!
2: Advertising is a manipulator of cultural values. Normalising some behaviours and generally appeals to extrinsic values:
CONFORMITY, TO ‘FIT IN’ WITH OTHER PEOPLE.
IMAGE, TO LOOK ATTRACTIVE TO OTHER PEOPLE IN TERMS OF BODY AND CLOTHING.
FINANCIAL SUCCESS, TO BE WEALTHY AND MATERIALLY SUCCESSFUL RELATIVE TO OTHERS.
ACHIEVEMENT, PERSONAL SUCCESS THROUGH DEMONSTRATING COMPETENCE ACCORDING TO SOCIAL STANDARDS.
POWER, SOCIAL STATUS AND PRESTIGE, CONTROL OR DOMINANCE OVER OTHER PEOPLE AND RESOURCE
3: Advertising promotes the choices by influencing and creating implicit impacts. We do not have freedom to avoid advertising. Both adults and children are affected.
Commercialisation creates pressure to consume and sexual images, sexualise children( affects mental and physical health, food-drink habits, low self-esteem, obsessive concern with appearance)
In most examples, messages are more powerful than products. They mediate relationships between consumer and the brand in different ways.
I want project a percentage calculator on every poster like that and I may choose one example from each category.
%10 Product – %90 sex
%10 Product – %90 stereotyping
Women in a weak or childish positions, men is powerful. Stereotyping and normalising how woman and man should behave.
%10 Product – %90 Photoshop