One of the interesting topics we discussed this week was about false consciousness. According to the text book, false consciousness is Marx's theory that emphasized the ways that people who are oppressed by a particular economic system are encouraged to believe in it anyway (Sturken&Cartwright, 69). In the class, we learned that this theory is not limited to economic system and learned some examples of how false consciousness is applied to our lives.
I found the relationship between advertisemets and false consciousness. There is a saying that the purpose of advertisements is to sell the product which people do not 'neccessarily' to have. However, producers of advertisemets artfully make people think 'I should buy that one', by watiching the advertisement.
http://www.youtube.com/watch?v=MVVY43_wZZE
http://www.youtube.com/watch?v=SugmFBPXx8Q&feature=related
http://www.youtube.com/watch?v=qLTx9sTeMd0
http://www.youtube.com/watch?v=DVP9pOnlIUo&feature=related
(These are examples of advertisements of cosmetic products.)
One of the most apparent examples can be advertisements of cosmetics. Advertisement makers know very well what consumers, especially women, want by using cosmetic products. So, producers usually use a beautiful actress in their advertisements, and give a message to people that 'if you use this product, you can have a perfect skin like this actress'. However, the reality is not the same as people imagined.
http://www.youtube.com/watch?v=gUsKIApTewQ&feature=PlayList&p=051344725FBFBF07&playnext=1&playnext_from=PL&index=3
Even this advertisement by Dove, whose topic is 'finding true beauty' on the surface, still has a message that 'use our soaps'.
In my point of view, to be a smart consumer, we should not be deceived by the false reality that advertisements create.
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In this digital era thanks to all the online portals who are actually saving the time. Be it a Ads in Newspaper or any other media ads the process is so simple and better than before.
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