323W - Tutorial Feb 17th 2015

Transcript

1. cultural dimensions in advertising W323
2. * The inevitable race to modernism Herbert Hoover We ground our wheat and corn on toll at the mill; we slaughtered our hogs for meat; we wove at least a part of our own clothing; we repaired our own machinery; we got our own fuel from the woods; we erected our own buildings; we made our own soap; we preserved our own fruit and grew our own vegetables. 1928 campaign speech
3. In a half-century the whole basis of agriculture has shifted. We have improved seed and live-stock; we have added a long list of mechanical inventions for saving of labor; we have increased the productivity of the land. And it has become a highly specialized business. 01 #SFU323
4. There is no longer one industry called farming, but in fact a dozen industries. Probably over eighty per cent of its products now go directly or indirectly to the markets, and probably over eighty per cent of the family living must be purchased from outside 01 #SFU323
5. I do not suggest a return to the greater security which agriculture enjoyed in its earlier days, because with that security were lower standards of living, greater toil, less opportunity for leisure and recreation, less of the comforts of home, less of the joy of living. I am often conscious of sentimental regret for the passing of those old-time conditions. 01 #SFU323
6. I have sometimes been as homesick for the ways of those self-contained farm homes of forty years ago as I have been for the kindly folk who lived in them. But I know it is no more possible to revive those old conditions than it is to summon back the relatives and friends in the cemetery yonder. 01 #SFU323
7. While we recognize and hold fast to what is permanent in the old-time conditions, we must accept what is inevitable in the changes that have taken place. 01 #SFU323
8. 1. Mass Production > Labour specialization > Standardized production > Commodities 2. Erosion of social bonds. Gemeinschaft vs. Gesellschaft 3. Loss of autonomy 4. Fear of the new 5. Anxiety * Identity loss
9. Marchand argues advertising took on a broader, although hardly premeditated, therapeutic function in culture, offering symbolic solutions to harsh contradictions, articulating new role models, providing advice, and translating unfathomable, abstract and alienating components of modernity into humanistic metaphors. The cause and the cure #SFU323
10. Marchand saw advertisers accurately diagnosing a widespread cultural anxiety that understood the institutional scale and speed of modern life as corrosive to the traditional social bonds, ways of knowing and sense of social place. They responded by fusing modern graphic design techniques with culturally legitimate folk wisdom and religious templates to make messages both new and exciting as well as familiar and comfortable. The cause and the cure #SFU323
12. Subtle Maldivian architectural expressions of traditional craftsmanship are featured through separate “villages” of villas and suites, immediately identifiable in different colour themes of cobalt, white wash, light sky blue and dark navy blue. “The colours are the same as used by Maldivian locals to paint and decorate their own houses, as well as stone walls found everywhere in local villages,” said co-designer Belinda Chia, Associate of HBA Singapore. Continuing the theme, local ‘bolifushi’ cowry shell is adopted in artwork and finishes as a tribute to the island’s origins. Authenticity 01 #SFU323
13. Can you imagine other examples? Authenticity 01 #SFU323
14. Authenticity, was the measure of fidelity of the self to the self. Jean-Jacques Rousseau (1712–78), suggested turning inward to find truth, shutting out the cacophony of the voices of society and listening to the ‘voice of nature within’ What does authenticity mean to us? 01 #SFU323
15. Even in in a world of mass produced goods, mass produced culture, generic sitcoms, serial movies and standardized pop songs from manufactured pop celebrities, authenticity is still made to seem possible in advertising -- with correct brand choices, of course. And yet, far from dictating behaviour or prescribing commodities, advertising offers autonomy and freedom of choice to consumers. What does authenticity mean to us? 01 #SFU323
16. * be yourself Be original, the market is your palette
17. The counter-culture rejected mass society’s prescription for identity, and struggled to assert its right to sovereign self-construction. This can be understood as a quest for authenticity. https://www.youtube.com/watch?v=Naf_WiEb9Qs #SFU323 Where to look for authenticity?
18. Any volunteer? YOUR ADS 01 #SFU323
19. Room HC 2146 right after class alusoli@sfu.ca Alberto Lusoli twitter.com/albertolusoli #SFU323 You can also find me at: * See you next week