Entry 7: Respond to Stuart Ewen, 73-87.

“Linking the theories of “self-consciousness” to the exigencies of capitalism, one writer in Printer’s Ink commented that ‘advertising helps to keep the masses dissatisfied with their mode of life, discontented with ugly things around them. Satisfied customers are not as profitable as discontented ones’.” (p.81)

The point of producing was not to make people feel happier about themselves…to me this sounds extremely selfish. This quote clearly states how advertising was meant to make people feel very low, to make them feel like an outcast, and to make them feel ugly about themselves and the things around them. Only an unsatisfied customer was a good customer. What does this mean? That if you’re happy, you’re not a good customer? Of course that is what it meant. They do not want to make you happier and feel better with their product; on the contrary, they want to make you feel lower so that you keep buying their products. That mascara on TV that helps you gain beautiful, long eyelashes was not meant to make you feel beautiful, it was meant to make you realize that YOU ARE UGLY AND NEED THIS PRODUCT. And eventually when you remove the mascara at night, you will see how ugly you are without at it, thus, you will keep buying that mascara. Ugly customers are lifetime customers of production. Welcome to modernization people.

"Satisfied customers are not as profitable as discontented ones" pg. 81

The first thought that sparked in my mind as soon as I read this was, attacking the weak. It goes to show that advertising presents that companies and corporations are profit based. If their consumers are content with that they have, companies do not thrive, resulting in either their lost of profit or bankruptcy. Manipulation is another word that came to my mind while reading this article. It seems a bit ironic that consumers know they are being manipulated and tricked into purchasing a most of the time useless object, yet they deny any such claim. Companies thrive on their approach to "make consumers want or feel they NEED to buy the product." It resembles the media in politics; they do not tell us what to think, but they do tell us what to think about. Production companies attack an individuals the weakness in each consumer. In most cases the weakness lies within a consumers conscious. A persons conscious is the perfect target for consumers, in which they belittle potential consumers and make them realize that they are not complete without their advertised product. In a nutshell, they make them realize and accept the fact that they NEED the object. It is sad that the world of advertising has come to disregard any form of human morals, as they do not care of potential harm they are causing to our nation such as creating a superficial and fake society. Advertising is everywhere we look and has become so chronic that at times we do not realize that advertisements are in reality "advertisements." Going back to the initial quote, production companies target weak minded individuals and their fragile conscious to be able to make a profit.

“The use of psychological methods, therefore, attempted to turn the consumer’s critical functions away from the product and toward himself. The determining factor for buying was self-critical and ideally ignored the intrinsic worth on the product.” (p.80)

This quote came to my attention because this method of adverting is beyond true. Through advertisements, products do tend to detach themselves from their original purpose and attack the consumer’s senses by triggering to hit their insecurities. Psychologically, this plan is conniving but brilliant. In reality, people’s favorite subject to talk about is themselves, therefore, advertisements use this fact against the consumer by directing the product toward the consumer in a manipulative manner. Once the advertisement catches the consumer’s attention disconnecting the product to it’s ad, the consumer is convinced the advertisement is speaking about them directly. This direct form of communication through the ad illuminates their “flaws” and degrades one’s self esteem. When we stop to consider how much of an advertisement is really about the product being sold, we realize that less than half of it actually is! This less than half of information about what we are being persuaded to buy is not tended to inform us about the product ostracized, yet, it is to supposedly “help” us fix what the rest of the ad claimed was wrong with us!

"As the ads intimated that anything natural about the consumer was worthless or deplorable, and tried to make him schizophrenically self-conscious of that notion, they offered weapons by which even people with bad breath, enlarged nose pores, corned feet and other such maladies could eclipse themselves and "succeed" (Ewen, 48).
This quote made me think about our society, and how judgmental and vulnerable people actually can be. It's pathetic to think that mass amounts of people can be moved to do some sort of action out of sheer insecurities. Ads work because Americans are essentially "empty" and quite mindless if I must say. Because we have no true cultural values other than the ones concerned with "individualism", it makes sense that one can be so moved by a simple advertisement that offers a sense of identity and a means of self-improvement. From childhood and on, we receive messages from our parents and the general media that say things like, "You can be who you want to be!" and "You have the potential to be the best!" Maybe getting rid of some wrinkles will help you on your path to being the "best". Through focusing on the individual, American influence produces rather weak and vulnerable citizens, ones that can be easily manipulated at the corporations' needs.
This quote also made me question whether advertisements themselves are responsible for creating these "problems" that they offer society easily solutions to solve. Do we, in our most innate senses, really look at enlarged nose-pores and think poor things about that person? Or can this "problem" be seen as a social construct? In other words, do we think these things (like enlarged nose-pores) are bad because we have been fed messages from capitalist advertisements our whole lives about how bad these things are? Thinking about other countries who don't base their economies on mass consumerism, they probably don't make a big
deal about minor imperfections as such. Realistically speaking,who DOESN'T have large pores, of acne, or occasional bad breath?! Ads that offer you a taste of what it might be like to be a "step ahead" the rest(who truthfully, experience the SAME problems you do) are keeping us constantly against each other. And this very competition, the marathon to see who can be the "best they can be", is what is fueling our American economy.

“our consciousness of ourselves is largely a reflection of the consciousness which others have of us…. My idea of myself is rather my own idea of my neighbor’s view of me” (79).

As unfortunate as it may be, I believe this statement embodies the way individuals perceive themselves today. We can attempt to defy its validity, but the truth of the matter is that we all have insecurities; and when these insecurities surface, we allow ourselves to become vulnerable to self scrutiny as well as social scrutiny. We unknowingly begin comparing ourselves to our friends and the media and in doing so, our confidence and self esteem slowly but surly diminish. Advertisers acknowledge this vulnerability and seize the opportunity to remind us of our “flaws” and then “help” us by selling us their latest product. Sadly enough, we fall for this trick every time and buy their products in the vain attempt to make our lives better. Unfortunately, this is a short-lived happiness because we will inevitably fall victim to their scam again. This cycle of consumerism, in which we are deceived into buying instead of buying what WE truly want and need, will continue until we regain confidence in our own opinions of ourselves.

"A given ad asked not only that an individual buy its product, but that he experience a self-conscious perspective that he had previously been socially and psychically denied." (80)

The first thing I don't like about this sentence is the use of the word "denied". I feel as if they are saying that we were being denied the right to feel self-conscious and to over criticize ourselves so that we could be suckered into buying their products. They make it seem as if before these ads existed we were missing out on something big. I admit that I am not displeased with the technology that gave us the chance to have all the goods we have today. However, I am very displeased at the fact that almost a hundred years later we see that these advertisements are still making individuals look bad upon themselves. Our society if filled with individuals with no self esteem and yet has become a society with a self-centered lifestyle. By reading this article I think we can finally pinpoint to what and when we started to think lower of ourselves as individuals.

“If a man was the victim of himself, the fruits of mass production were his savior “(pg 86)
As I read this quote, I came to see the way in which manufacturers use ads in order to appeal to the reader’s emotions. The consumer is tricked into believing that he or she will become anti-social unless they use the products advertised. First they tend to point out specific flaws, weather it being wrinkles, pimples or anything considered ugly, after that they introduce you to a product that will magically make these flaws disappear. Advertisements target insecurities and lower their customer’s self esteem. By doing so, they increase their product’s chances of being purchased. As I read this article, I came to realize how people in general have become self-centered due to consumerism. We tend to judge ourselves through appearances. The article claims that in order to be beautiful or socially accepted, people are to consume products to get rid of imperfections. Stewart Ewen gives an example of a shampoo advertisement, it used women’s hair to symbolize beauty; It wasn’t the women’s personality that won the man, but her hair.

"By transforming the notion of "class" into "mass", business hoped to create an "individual" who could locate his needs and frustrations in terms of the consumption of goods rather than the quality and content of his life (work)." (pg.84)

This quote stuck out in my mind after reading the entire excerpt and it wasn't until rereading it later on that I realized why. This argument that the writer is making has been the motivation of the advertising companies since advertising became a means of coercive power in society. The author is arguing that there is no longer a large gap between social class but between how much one man owns as opposed to another. The quotation marks around the word individual also bring a deeper meaning to his argument because he is saying that in this type of society there is no individual. He is saying that we are more focused on the things that this life can provide for us than being concerned about the quality and substance of our life. Businesses adopted this ideology to cause consumers to look for the solutions to there problems in consumer goods rather than in themselves or others. The advertising companies and large corporations created a universal mentality that would increase the initial and long-term users of their products.

“Advertising offered itself as a means of efficiently creating consumers and as a way of homogeneously “controlling the consumption of a product.” ” (Pg.78)

This quote caught my attention because it is what I wrote my paper about. Advertising has had a major impact on our society. It has influenced many in various aspects. Advertising has created consumers because it baits its audience into purchasing products that, in reality, they do not need. The advertisements we see all contain biases and paint pictures that make them appealing towards a certain audience in order to gain recognition so people purchase these items. Ads are especially effective on children and teenagers. How many times do we see a child asking their parents to buy them what they see on television because they think it is cool? I believe that answer to that is countless times. Adults are also swayed into buying things they see. Advertising is now more effective thanks to technology and all the gizmos and gadgets we use. I feel like it is accurate to say the “creation of consumers” is at its beginning.

“From a dependence upon local markets or localized markets scattered nationally, the manufacturer was forced to “count on the whole United States if he [was]… going to manufacture a large enough quantity of goods to reduce the cost to the point where he [could]… compete with other manufacturers of the same good.”

Before I came across this quote I had already realize how important it is for manufacturers to become involved in consumption. But going over this quote that reaffirmed that manufacturers were that mass production required mass consumption was simply disturbing. It is sad to know that they are intentionally doing this for their own good. They say that there isn’t anything which involves every race, gender or age. But this quote has proven that statement wrong. Why? Simply because “with a burgeoning productive capacity, industry now required an equivalent increase in potential consumers of its goods.” It is not leaving anyone out of mess. On the contrary, their goal is to get everyone involved .

“…‘advertising helps to keep the masses dissatisfied with their mode of life, discontented with ugly things around them. Satisfied customers are not as profitable as discontented ones.’” (RD 81)

Immediately after I read this concluding sentence I knew it was worth remembering. Its disgusting to know that advertising can make a person feel ugly, unsatisfied with who they truly are, and are so manipulating that they can convince an individual to believe that they have some sort of disease, and the marketplace has the cure. Advertisers want to see discontent customers going to marketplaces with many problems on their shoulders already, bag full of money, and expect their lives to become perfect. They like to take advantage of the fact that their customers are vulnerable to any solutions that they can find to their life’s problems and advertisers like to think that they have the answers ready to be sold. I could directly relate this to this generation where teenage girls see a before and after picture of someone who did not use make up and someone who did. I know because I grew up with that ideology. Reading teenage magazines such as Seventeen and Teen Vogue where they show young girls “tips” on how to better their appearance but only if they buy a specific type of brand make-up. It is not a coincidence that the same brand of make-up used in the do-it-yourself sections are the same as the ad in the next page. Advertising may seem like they are helping the less fortunate find answers, but in reality, they are convincing people of problems they do not have.

While the nineteenth century industrialist coerced labor (both on and off the job) to serve as the “wheelhorse” of industry, modernizing capitalism sought to change “wheelhorse” to “worker” and “worker” to “consumer.”

I chose this quote because I felt it accurately depicted how a change in industry can completely change the overall effect the worker can have on the economy. After the development of the assembly line, specialty workers began to evolve; performing the same step of a process over and over and over again. This did a lot of things really. It allowed more products to be produced in the same amount of time, gave more people opportunities to make money, which then gave more people an opportunity to consume the readily available goods. As Ewen points out though, the amount of money paid to the workers compared to that of the productivity of production, didn’t give consumers enough income to purchase all these new goods. This to me seems like it would be a very simple calculation to make and an obvious thing that should’ve been looked at. It wasn’t though and thus the great depression.

“Man, traditionally seen as exemplary of God’s perfect product, was now hardly viable in comparison with the man-made products of industrial expertise.” (pg.80)

This quote has an extremely strong message; it says the creations became more (in every sense of the word) than the creators. This quote embodies just what the industrial revolution was all about. The industrial revolution was a movement towards machines, towards making things that could perform task not only faster but better than humans. Capitalism is fueled on this idea or rather on this weakness, feeding on people’s feeling of incompetence by comparison to products, constantly producing products which guarantee to produce a sense of equal importance.

“The creation of “fancied need” was crucial to the modern advertiser. The transcendence of traditional consumer markets and buying habits required people to buy, not to satisfy their own fundamental needs, but rather to satisfy the real need of capitalist productive machinery. (RD, 79-80)”

Prior to reading this excerpt I thought that the chain of events that had led to the consumer society started with the advertisers implanting the “fancied need,” the kind of need that is perceived to be required but is really a luxury, which then led to mass production and in turn led to the desolate state of society today. When in reality the process was a mirror imaged of what I had conceived. The “fancied need” was birthed by the mass production line because mass consumption was required for mass production to exist. With Henry Ford’s invention of the assembly line and other innovations manufactures began producing exponentially more products than they could find buyers. Advertisers only came into the picture to aid the conglomerates in distributing there product faster. They needed to install an urge to acquire items irrationally because the manufactures were producing items in such high quantities. If the technological advances of the industrial evolution had not taken place and mass production had never become so successful there would be no consumer society today.

"If a man was the victim of himself, the fruits of mass production were his savior. Ads constantly hammered away at everything that his own-his bodily functions, his self-esteem- and offered something of theirs as a socially more effective substitute." (RD 86)

As we have been discussing for the past couple of weeks, identities are social constructed. Unless you come up with a new word to describe yourself, you are defined by terms that society have created. This quote just reinforces the notion that identity is defined by society. The reason and way society comes up with such terminology like ugly, pretty, fat, nasty, etc is the result of advertisement. The disgusting and inescapable world of advertisement. Driving woman to plastic surgeons and men to steroids. The reason we judge these different attributes about ourselves and others is due to advertisements control over society. What better way to control ones mind than to make her/him feel worthless. Advertisement makes individuals desperate. After realizing that they are deemed less than others in regards to society's standards of beauty, intelligence or what have you, one will do and give just about anything to reach a certain level. Confidence is torn apart by advertisement. Every time you see an ad offering a quick fix to every flaw one could possibly possess one becomes extremely concerned with oneself and starts noticing things they never noticed before. I believe advertisement parented the meaning of self-esteem, allowing people to have some, then realized self-esteem was profitable, and ripped it right out of peoples hands. Needless to say it was evil, but CLEVER!

"As capitalism became characterized by mass production and the subsequent need for mass distribution, traditional expedients for the real or attempted manipulation of labor were transformed."

This quote describes a time of change where the norm of selling changed. It seemed as if that human labor was starting to decrease as the use of machines began to increase. The use of machines allowed companies to mass produce and mass distribute their products and, therefore, allow their products to be out in society more often. As companies began to use mass production and distribution, it allowed them to make even more money off of their products.

There is an imaginary object that exists in all our minds called a social ladder, it is a common goal to want to move up that ladder because we are never satisfied with our place on it. Advertisers are offering us a way to move up this ladder by giving us an endless amount of products that will establish our place in society. Name brands are better than generic brands and those that can afford the name brand are generally on a higher rung of the social ladder. As a result, we are constantly aiming to be able to purchase the next name brand jeans, shoes or whatever it may be because when we purchase that item we will be a step closer to achieving the space on the social ladder we are after. Advertisers share accounts of people who are now cooler because they bought their product and we believe it, maybe it will work for us too. My mom comments on the fact that here in America lots of children have braces but back in Guatemala very few kids do, it is her opinion that in this country braces seem like a necessity because without straight teeth we are doomed to a bleak and unsuccessful future. I have braces and am in the process of getting them off, I feel that when I do get them removed I will be happier and higher up on the social ladder because I will have perfectly straight teeth.

"The creation of 'fancied need' was crucial to the modern advertiser.The transcendence of traditional consumer markets and buying habits required people to buy not to satisfy their own fundamental needs, but rather to satisfy the real historic needs of of capitalist productive machinery." (80)

I must say that although I find myself disturbed at the energy put into advertising and getting consumers to buy, I recognize that Advertising companies are clever. Getting people to purchase products and brands is no longer done by mere observation but now involves even a psychological process in finding out how to get more consumers. They have selfishly taken advantage of our emotional appeals and wants and flipped the situation around; now the consumer is the one that is selfish. Advertising companies put up ads that they psychologically test will work on us and because they affectively connect to our cravings the consumer is turned into the cause of production. Advertisement has made a person want and creates them into a consumer who turns into the cause of industries production.
And so we give into advertisements of the perfect jeans that will finally fit our curves, and the new improved mascara that no girl should be caught without. We buy to fulfill these "needs" that are really "fancied needs" or things that we feel we need because the advertisements make us believe we should have them. Now, we as a consumer are the selfish ones for wanting and the corporations of advertisement and production get the real profit out of this situation because they continue to advertise and we continue unsatisfied. The consumer continues to long for satisfaction; even when she/he did not get satisfied the first time listening to an ad she/he continues to buy into other ads. Consumers have allowed the industry of goods to fulfill their pockets with our money by attempting to fulfill our own emptiness. Even after being conscious of this situation we are dumbfounded by their clever advertising tactics and continue to look for the right hair dye that will match our skin color or the shirt with the right shade of pink because the one we bought last week was one shade off.

“The transcendence of traditional consumer markets and buying habits required people to buy, not to satisfy their own fundamental needs, but rather to satisfy the real, historic needs of capitalist productive machinery…Advertising demanded but a momentary participation in the logic of consumption. Yet hopefully that moment would be expanded into a life style by its educational value.”

It’s frustrating to think that so many people believe the shift to mass production was a response to an increase in demand and consumption. Rather, it is because of an industrialization of production (which allowed manufacturers to increase their rate of production) that a need for mass consumption was prompted. Advertising, therefore, was a means to facilitate the change in consumer society that would protect modern industries from losing profit. Advertising was intended to instigate a process of transition from citizen to consumer, offering logic to consumption and allowing consumers to gradually internalize whatever message was being communicated; ultimately, what advertising was achieving was the creation of a culture of consumption by feeding off of human instinct. In other words, advertising is manipulating and capitalizing on the vulnerability and impressionability of the human psyche.

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