Preview

The Language of Publicity

Better Essays
Open Document
Open Document
1492 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
The Language of Publicity
Seen differently throughout each individual, art serves a purpose of expression. Expressed in different forms, the nature of art is everywhere, including publicity. Publicity provides culture with images that convey meaning and messages. Images are the strongest, most powerful aspect publicity holds. In Ways of Seeing, John Berger identifies the relationship between two media images, modern day publicity and the language of traditional oil painting. These images intend to demonstrate reality to the spectator but not a reality of the common life, a socially constructed reality called glamour. As Americans, our lives revolve around publicity images. Everywhere we look are competitive consumer advertisements, publicity, it dominates our everyday lives. We let these images pass by without even noticing, and it’s not because we weren’t paying attention to our surroundings, it’s that our surroundings are so familiar. Our surroundings, whether in a car, train, or walking, are merely publicity images. Since we are accustomed to our surroundings, we are accustomed to the these images and don’t notice whether they have changed or not. One may pass the same billboard every single day and know matter what image is displayed, they may pass it by. Society broadly accepts publicity, but that doesn’t mean we notice it all the time. Marketers have to give society something to notice, they have to offer a proposal. According to Berger, “it proposes to each of us that we transform ourselves, or our lives, by buying something more” (Berger 131). Publicity wants to offer us more. More items and options as to what we can spend our money on, but not just any items. It offers items that will “transform” a person into something desirable. Glenn Hudak agrees with Berger stating, “Publicity works by taking over a psychological process common to all people” (Hudak 183). The psychological process of publicity is the idea of transformation. Publicity markets products


Cited: Bentkowski, Tom. "Here 's looking at you." Life 21.3 (Mar. 1998): 27. Academic Search Premier. EBSCO. Temple University, Philadelphia, PA, 30 Apr. 2009 . Berger, John. Ways of Seeing. New York: Penguin Books, 1972. Burke, Kenneth. http://thinkexist.com/quotes/kenneth_burke/ Hudak, Glenn. On Publicity, Poverty, and Transformations. New York: Routledgefalmer, 2004. Maasik, Sonia, and Jack Soloman. Signs of Life in the USA. Boston/NY: Bedford/St.Martins, 2006. Sontag, Susan. On Photography. New York: Picador, 2001.

You May Also Find These Documents Helpful

  • Good Essays

    In Stuart Ewen’s All Consuming Images, the preface “Introduction to the New Edition” opens by giving the audience varying progressing images, from break dance to Madonna to Windows 95. This demonstrates a fast change in society: what matters in the history may not be an important issue now. Ewen then questions how a book written earlier still remains important and deserves republication. The book is durable because of the fact that it was written when the idea “images are everywhere” begins to develop. From political stand point, all the images, or specifically propaganda, that people see are to manipulate people’s emotions. In economic sphere, due to the ubiquitous advertising, marketing strategies, people started to question whether the images they see is reality, thus disclose the power of image and its effect on the culture of people. To discuss the issue, the author uses pieces of students’ essay as example to further explain the history and images of culture.…

    • 775 Words
    • 4 Pages
    Good Essays
  • Better Essays

    The intriguing documentary of Killing Us Softly 4 by Jean Kilbourne, provides for a controversial topic of the basis of advertising in the media and how it affects women directly and indirectly. Consequently, harsh results are perceived from these advertisements. Of all the “factual” statements made by Jean Kilbourne during this documentary, many fallacies arose. The media leaves us extremely vulnerable to assimilating ourselves to all aspects of mass media. I can closely identify myself with the situation at hand because I am a part of a society that is raised up on a pop culture that is ubiquitous. We are constantly consumed in the media every single day with advertisements flooding our brains. In fact, I feel that women are not as materialized, dehumanized, or objectified as they are overpoweringly depicted in Killing Us Softly 4.…

    • 835 Words
    • 4 Pages
    Better Essays
  • Satisfactory Essays

    In “Commodify Your Dissent,” Thomas Frank implicates “Advertising teaches us not in the ways of puritanical self-denial (a bizarre notion on the face of it), but in orgiastic, never-ending self-fulfillment.” In these lines Frank denotes that the marketing and business industry no longer promote selflessness and conformity as it did in the 60’s. The goal is to promote and advertise a dissolute idea where people could never get enough and long for more whether it be with food, clothes, cars, electronics, etc. I agree with Frank’s assertions, society no longer conforms. New products, innovations, and changes in pop culture continue to unravel because people want to prove to society that they have it all. Commercials nowadays stimulate a “rock-n-roll”…

    • 234 Words
    • 1 Page
    Satisfactory Essays
  • Better Essays

    Taking photographs may seem simple, but being a photographer is more than browsing through the viewfinder and pushing the exposure button. A photographer needs to know how to analyze the scene, speak in words that language cannot, and reach to the souls of people through a picture. During the Great Depression, many photographers captured the scenes of poverty and grief. However, there was only one photographer that truly captured the souls of Americans. According to Roy Stryker, Dorothea Lange "had the most sensitivity and the most rapport with people" (Stryker and Wood 41). Dorothea Lange was a phenomenal photographer that seized the hearts of people during the 1930s and beyond, and greatly affected the times of the Great Depression.…

    • 1515 Words
    • 7 Pages
    Better Essays
  • Better Essays

    us. He uses an example of taking your family to the forest for some alone time to…

    • 1968 Words
    • 8 Pages
    Better Essays
  • Powerful Essays

    In the short science-fiction novel The Girl Who Was Plugged In by James Tiptree, Jr. (the pen name of Alice Bradley Sheldon), formal advertising as it is known has been banned. However, the businessmen of the fictitious GTX cooperation have no problems getting around this new law. They know, just as the advertising executives of today know, that it is human instinct to admire and emulate the actions of those they view as successful, and that people will covet the products and services they see being used by the beautiful and glamorous. People will always strive for the fame and fortune of the celebrities they see parading across their television screens and plastered on magazine covers. There are times when these role models can be positive;…

    • 1191 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    For the longest time now, advertising has played a huge role in how we identify ourselves in the United States with the American culture, and how others identify themselves with all the cultures of the rest of the world as well. It guides us in making everyday decisions, such as what items we definitely need to invest our money on, how to dress in-vogue, and what mindset we should have to prosper the most. Although advertising does help make life easier for most, at the same time it has negative affects on the people of society as well. Advertisement discreetly manipulates the beliefs, morals, and values of our culture, and it does so in a way that most of the time we don’t even realize it’s happened. In order to reach our main goal of prospering as a nation, we need to become more aware of the damage that has already been caused by this advertising and prevent it from negatively affecting us even further.…

    • 1589 Words
    • 46 Pages
    Powerful Essays
  • Powerful Essays

    The onion Rhetorical

    • 1349 Words
    • 6 Pages

    With the use of criticism, this press release is used to satirize how advertisement is degrading to Americans, and to mock the ordeal methods used by marketers to sell products to consumers as absurd. By using obvious fictional fads, and somewhat surprisingly effective persuasive writing skills, this article is humorous and completely irrelevant. However with the correct use of persuasive writing techniques, mixed with irrelevant, and unrealistic factual information the authors create a humorous satirical scene.…

    • 1349 Words
    • 6 Pages
    Powerful Essays
  • Satisfactory Essays

    If we thought about it, maybe we’d also realize that our relationship to brands and marketing campaigns has been undergoing a transformation. Marketers like to talk about the skepticism of the “new consumer,” a smart young character fleeing the mainstream and adamantly resistant to all forms of advertising. The consumers he observed seem very much involved with brands and products. If traditional advertising has become a less effective way of fostering that involvement, the commercial persuasion industry has in turn been fiendishly resourceful in coming up with alternative methods, infiltrating hitherto unexploited aspects of our lives.…

    • 357 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Kennedy, Randall. Sign of life in the USA: Blind Spot. New York. 2011. Print. May 23 2012.…

    • 919 Words
    • 4 Pages
    Good Essays
  • Good Essays

    In this documentary, PBS uncovers the evolution of marketing. Marketing has moved from targeting large groups, to targeting individuals and smaller segments. With so many messages being transmitted through the media, the line between what is being absorbed and what is not has become blurred. Getting through the clutter is difficult. Every thing is done to break through the clutter. Therefore, marketers need to market to only those who really want to hear the message, and to get those people that hear that message, to have an emotional response to it.…

    • 1519 Words
    • 5 Pages
    Good Essays
  • Best Essays

    Kilbourne, J. (1999). Can’t buy my love: How advertising changes the way we think and feel. New York: Simon and Schuster.…

    • 258 Words
    • 1 Page
    Best Essays
  • Satisfactory Essays

    Strategizing and marketing off people has been going on for the benefit of profit. Jack Solomon’s “Masters of Desires” goes over the cultures of American advertising while Abraham Maslow’s “hierarchy of needs” follows the steps and processes of the life of successful people and how to achieve such a high level of quality in life highlighting certain qualities and aspects such as loving and belongingness, and whether people choose to follow those concepts. Both those topics can be seen in an advertisement for quinceanera ballrooms and it’s hard to see it for what it really is at first, but after reviewing all topics together, readers and consumers can see the advertisement for what it really is and see that it’s just trying to…

    • 395 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Many businesses will spend millions of dollars creating and presenting an advertisement about their product. The debt they pay out to create these promotions will pay off, in the long run, making them enormous amounts of money. The designers of these advertisements strive to influence consumers to purchase their goods. Without commercials or magazine articles promoting their merchandise, many of the items would go unnoticed. However, advertising does not only advance their products, but it also plays with the consumers’ emotions, provides false hope, and it encourages a stereotype of how men and women should look.…

    • 869 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Nestle

    • 911 Words
    • 3 Pages

    * Public Image - In a world that is becoming increasingly complex, consumer needs and wants continue to become…

    • 911 Words
    • 3 Pages
    Good Essays