COMM 3110 Lecture Notes - Lecture 7: Izod, Consumer Capitalism, Clairol
30 Mar 2016
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Document Summary
The thrill is gone: advertising, gender representation, and loss of. The designers of commercial culture have long been using sex to make a sale. Key to understanding these representations of sexuality is to remember that they are motivated by a set of commercial demands: not designed for gratification, created to sell products. Manifestation of political economy of consumer capitalism. After almost 100 years of selling sex, the thrill seems to be gone. The representation of sexuality for the purposes of profit has reached, at least for the time being, a dead end. 2 lines of analysis that help explain this: First: ads that associate sexuality with commodities always disappoint because they. Confuse sexual gratification with the possession of objects. Second: combination of historical legacy of patriarchy together with the economic engine of consumer capitalism. Media marketing targets men and women with different messages, promising sexual power.
