Consumerism

Consumerism

Freud - Instinctual desires "Pleasure principle"
When these are satisfied these become docile.
Incompatible with society. Working by attaching these desire to consumption & therefore satisfies these desires.

P.R Bernays - Not just commodities also applied to society & people & linking celebrities to product advertising false needs.

Fordism - Mass production. 
Social consciences - became a competition between brands & disposable incomes, therefore increased the rate of consumption & finally rise  of brand culture emerging.

Then we annotated a small section of the John Bergers "Ways of Seeing". We had to take a section we had section in groups and relate two adverts to the section we had been given to annotate.
 

This was our section our adverts we chose to compare to the Ways of Seeing are the two following advertisements:

We used this advert which is a well know nostalgic advert. Due to the feeling of this is the start of christmas when the christmas ads are showed. We have linked this to Berger due to the way they have used the relation to christmas to engage with the audience which has largely worked due to the big audience which notices it due to a large range of people like the event of christmas and most people celebrate it.

We used this advert to relate to the section of the Ways of Seeing due to the way they have used glamour to adverts the diet coke. As it is aimed mainly at women which suggests that diet coke is mainly a feminine drink it is emphasising the phrase of this is a desirable drink and this drink will make you glamorous and envied by others.

Then I took notes on the following annotation of the rest of the class: