The advertising agencies and the media have a variety of objectives to accomplish so as to please and satisfy the needs of the consumer, something that could be attained through manipulation. Advertisers go through psychologists and sociologists to determine which values and images are most likely to appeal to the audience so as to be able to understand the consumers state of mind. Advertising is concerned with the fears and worries of people. It has to satisfy their material needs such as food, clothes, shelter and means of transport and their social wants like love, friendship, and belonging to a group through the consumption of goods. Therefore, products become carriers of information about what kind of people we are, or would like to be.
The unintended effects on images reflect on how people perceive to want things more and it becomes a culture and value to want something, but how far can we go where we will not be judged to the point where it becomes a stereotype, racism or sexism culture. For example, when advertisers use sex as a seller to draw more attention to themselves. Berger once said, “Men look at women. Women watch themselves being looked at” (Berger 47).
Women do not have much power when it comes to advertisement, it is usually sexist or degrading to what the regular norm of a “real” women should be. Who defines what beauty is or what a role of women should be.
According to Maslow’s Theory, he proposes that there is a hierarchy of individuals needs for food, drink, sex, shelter, sleep and air which are necessities located at the base of the hierarchy, and need to be satisfied before. Health, safety, order,relationship, affection, sense of belonging, prestige, success, self-respect, and finally fulfillment of potentials .The advertiser has to relate the commodity to an exciting meaning that is made to satisfy the consumer’s needs, wishes and dreams. Advertising has to know the world of consumers, their sense of identity, their attitudes and expectations and then create associations between people’s dreams and the commodity.
Popular culture can be found in learning through being defined as a place for creating new forms of expression as well as a way for critique. In particular, mainstream popular culture and media offer a space where new meanings are made through tactics.It is taken for granted that material objects always convey meanings and messages about people’s social position. As popular culture changes every time there is a new fad or constant motive behind each media distribution. It is about the media literacy and how we take in the media that is being published to produce popular culture.
Berger, John. “Chapter 3.” Ways of Seeing. London: British Broadcasting, 1973. 45-64. Print.
Berger, John. Chapter 7 Ways of Seeing pg. 130 Print.
Hooks, Bell. Feminist Manhood pg. 122. Print.
Susan Douglas, Where The Girls Are, (New York: Random House, 1995), 16.