Mid-Term Flashcards

Question

Marlboro man:

Answer 1

The Marlboro man was the face of Marlboro cigarettes after the company decided to change the target audience from women to men. This was a perfect example of branding and how it affects people’s drive to consume. Compare this to the soap advertisement where the brand creates a desire to buy.

Answer 2

sellers that would go from town to town selling patent medicines, etc.; always depicted as suspicious and as con artists, notoriously depicted as Jewish too

Answer 3

the first form of advertising, dominant form of color in the household (were like paintings, first to use chromolithography); advertised desire, physical pleasure of things, and prepared for a culture of consumerism; taught people to expect satisfaction from consumption

Answer 4

industrial work put pressure on women in the house; women were supposed to be the “angel at home” because work sucked; dominant ideology at this time from a male perspective, women's purpose is man's purpose (love); ironic because need to empower women to keep men’s businesses growing

Answer 5

“shopaholism”; the medical word for shopaholic (women), believed that they must be “mentally ill” to steal that they should see a doctor; but only upper class women - because of their status they were always defended in court by lawyers and referred to a doctor, but poor women were jailed.

Answer 6

: Advertising is a system of linking commodities to humanly meaningful experiences. Images… implied narrative, what is happening, words, colors, sound/cutting/movement, framing devices. Element… what the ad suggests, implies, seems to entail, leads the viewer to, argues.

Answer 7

It gives meaning to a meaningless object

Answer 8

Summary: Author Jackson Lears connects advertising and commerce to other aspects of culture and explains how they developed together. The book begins with a contrast of the Old World’s conception of abundance as a sign of Earth’s fecundity, often personified as female, with the modern age’s focus on efficiency, with managerial methods associated with men. Early peddlers were seen as exotic and tempting. Exchange with them was perilous, both because of the fear of being cheated and because the glamour of the marketplace detracted from supposedly proper values. Advertising was highly personal, based on the individual peddler. As advertising began to reach broader markets, it could still use the appeal of the exotic because many products were being introduced into new markets. Advertisers found it difficult to shake the stigma of the untrustworthiness of peddlers, particularly because patent medicines used advertising heavily. Female images in advertising became those of consumers rather than producers, and factories rather than the land were presented as the source of plenitude. Advertising in the early twentieth century began to focus on cleanliness and efficiency, mirroring concerns of society as a whole. Managerialism entered the home as women were expected to be managers and to solve household problems efficiently (through buying goods), and leisure became a way of building up energy and preserving efficiency in the workplace. How it relates to other readings and the class: Lear’s book connects to the central theme of abundance and the development of consumer society. With the introduction of advertising

Answer 9

Specifically for rising middle class women. Targets specific audience while also providing jobs for women. Incorporates mass media and consumerism. Covers/articles display the ideal life a woman should strive for. Also includes paper doll section to breed young children to want more (i.e. not just want the dress in pink but also in blue).

Answer 10

Summary: How did advertising come to seem natural and ordinary to magazine readers by the end of the nineteenth century? The Adman in the Parlor explores readers' interactions with advertising during a period when not only consumption but advertising itself became established as a pleasure. Garvey argues that readers' participation in advertising, rather than top-down dictation by advertisers, made advertizing a central part of American culture. ---Department Stores- creating new habits of looking. --Intertwining of advertising and fiction → create stories that will draw attention and turn readers into consumers --Trade Cards & Scrapbooking- Play with advertising materials offered the arrangers, probably mainly children and adolescent girls, and attractive new mode of self-expression, even as it trained them as future consumers and naturalized the developing discourse of advertising Scrapbooking → suggested that the consumer had a closer relationship with a distant manufacturer than with the familiar grocer Chromolithography - able to print in color cheaply

Answer 11

The perfectionist project Body = another item to maintain to codes determined by ideologies of the given time All its components = perfectionist project

Mid-Term Flashcards

(35 cards)