COMM 2360 1nd Edition Lecture 7Outline of Last Lecture I. Research Assignment II. Advertising a. Dominant Message Systemb. Dominant Messages Outline of Current Lecture I. Reading DiscussionII. Short documentary clipIII. Dominant Messagesa. Fetishism of commodities b. Manufacturing Discontent c. Eroticization Current Lecturewhen did fashion start?- Louis 16th- in 17th century- started changing clothes and wanted to keep up with him- good way of controlling nobles Review: - dominant messaging - ad and the ego- early 2000s- advertising and it’s relationship to our sense of self- currency advertising deals in - meditate on how pervasive advertising is/pervasive storytelling/part of our collective conscious- o ad- dominant message system that we should turn into an object of study advertising comes in its own system in 1920s- adverting= environment o pervasive and taken for granted o advertising repeats consistent messages again and again o effect of advertising is cumulative/unconscious- environments are hard to perceive when you’re caught up in them o world was constructed by someone These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- what ways does advertising shape understandings of the world o teaches us to be above all consumers - where does advertising come from?o depends on how you define ito when did ads move from way of information and start becoming a form of socialization?o ads talk less and less about products and more about lives - subtext of all ads o you’re not okay the way you areo designed to generate self-criticism/doubtsdominant messages - fetishism of commodities o fetish- adding magical value and commodityo tons of money is spent on attaching a fetish to product o life cycle of a product-  do you know where the shirt on your back came from? - no - system of mass production denies that information what happens when done with shirt? - goes in trash - someone picks it up and they take it somewhereo that part is hidden from us  what is the function of fetishism of commodities? - replacing info- obscure production/disposal of that and replace it with another story o products meaning comes from advertising and fetishism of commodities - manufacturing discontent o in order to change someone’s behavior- you have to manufacture discontent  Roger Dodger- stage play- Roger- ad exec- - Roger is going to show his nephew how to land women object of desire- finally get it, it’s awesome; then 20 min later It’- eroticization o advertising’s basic function is to channel love through objects (eros) o think about what people want- o efficacious, self-actualization, love (romantic) o people’s desires in life are largely immaterial what does that mean for advertising- take a vision for immaterial desire and hook it to a material desire you need to go through material object to get to immaterial thing you really want - ex. toothpaste: spouse comes in gives him kiss- connect romantic love with product - ex. cherrios ad- selling vision of perfect family life- channeling thatdesire through material product o our real desires are not material objects that go beyond material things o what’s being sold is a set of values o can’t buy me love on one side; love for sale on the other eroticization- love is for sale  implications of hearing can buy my love  what happens in an environment where pervasive message is can’t buy me love - consumption is the highest level of self