Consumerism Task Two

Consumerism Task

In Berger’s essay he talks about how consumer society shapes gender roles including portraying females as objects, and how the media encourages women to survey themselves. Both of these points are as relevant in relation to the media culture of advertising today. This quote I found imparticular relevant:

"Men act and women appear. Men look at women. Women watch themselves being looked at". –Berger , J (1972) “Ways of Seeing” Pg 47

The 2011 Lynx ad The cleaner you are, the dirtier you get, is based entirely on presenting the female as an object of desire for the male to enjoy. The model gazes out of the advert at the viewer and as her bikini top is falling off she manages to hold it up by cupping her breasts. The seductive female’s slightly damp hair (which is magically blowing around) invites the dominant male into the shower with her. The advert is a clear example of how advertising today still depicts women as objects and promotes gender roles.

It is selling a false lifestyle, as it is saying use lynx shower gel and you will all of a sudden have a dirty sex life. When in fact this is not for certain but uses this to target their audience. It is making out it will enrich your life, when in fact it is making you poorer. This is also relating to the quote by Berger:

‘It promotes to each of us that we transform ourselves, or our lives, by buying something more.’ Berger, J “Ways of Seeing” Pg 131

Not only do adverts like these encourage the idea of females being the passive object of male visual pleasure, they also encourage women look at themselves being looked at, and in turn objectify themselfs as a subject of a gaze.

There is no denying that fact that Lynx are very aware of their target market and know who to get through to them, for example young boys and men. However, they may not have been fully aware that it will not just be viewed by this particular market, therefore are open to complaints. This advert is very clear in depicting the product but may have went about it the wrong way or taken the initial idea a bit too far. Which also can relate to another quote from the same text:

“If you are able to buy this product you will be lovable. If you cannot buy It, you will be less lovable” – Berger, J “Ways of Seeing” Pg 144

This is therefore suggesting that it is a luxury personal need, but you don’t need it. This is an explicit message of the publicity as it is saying that been able to buy is been sexually desired.

“Publicity is about social relations, not objects. Its promise is not of pleasure, but of happiness: happiness as judged from the outside by others.”- Berger, J “Ways of Seeing” Pg133.

This is related to the lynx advert due to the way the public has been made to view women. Which also links to what Freud says about power and the sexual desires of men, as it shows there great stopping power due to telling them they will achieve there innate desire, to be attractive to women. This enhances the quote taken from a selection from the ways of seeing passage:

“The gap between what publicity actually offers and the future it promises, which corresponds with the gap between what the spectator-buyer feels himself to be and what he would like to be.”- Berger, J “Ways of Seeing” Pg 148

Lynx initially only being for men have now only recently created new brand for females. This may have only been a reaction to any sexist complaints they may have received over the years, so they can now make adverts about the attraction of men, making things seem for equal and fair.