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Recommended: postmodern criticism
Radiohead
It is an important feature of the ideological system to impose on people the feeling that they really are incompetent to deal with complex and important issues: they'd better leave it to the captain. One device is to develop a star system, an array of figures who are often media creations or creations of the academic propaganda establishment, whose deep insights we are supposed to admire and to whom we must happily and confidently assign the right to control our lives and to control international affairs..." --Noam Chomsky, The Chomsky Reader
Pasted on the inside of a Radiohead EP, Chomsky's quote serves as a reminder to the point these musicians are attempting to make: the essence of meaning is largely lost when reality is based on modern modes of information. In other words, the information one takes in is delivered in such an impersonal way, via multi-media, that the self is scattered in the saturation of these various mediums in an attempt to order information, or life. The word impersonal is used in the sense that the delivery has little to do with the meaning. Radiohead's latest release, "OK Computer," is about just that. "Everything spinning out of control," says front man Thom Yorke of Radiohead's latest album. Control is lost in the oversaturation of information, in which the complexity of information is so widespread that in a post-modern society meaning no longer adds up to a total, but instead schizophrenic patches with only relation to itself and not to anything else. It is in this where the fear of depthlessness in our society as a whole is felt.
Take the advertising used by MTV for example. It is merely a barrage of extremely quick cuts, in which one can barely make out what each image is. First it may be an eyeball, then a car, them some white space, then a mathematical graph, then a plant, etc. After this the network's name is seen with the airdate of its newest show. Nothing had any relation to the next, or to the network or show, save only the fact that they were pasted next to one another. Post-modern critiquers such as Frederic Jameson would argue that this is a staple of post-modern depthlessness and schizophrenia found in today's society. The fact is, this advertising by MTV is seen as exciting and cutting edge due to the realization that today's society is so numbed down by media that the meaning isn't needed in such an advertisement because the medium sends the message of being "cool.
The strongest part of the song is where it says, “I keep my toes on the party line/ There is nothing wrong dear, don’t think twice”. In conclusion, the concept that propaganda is a brainwash becomes clear. The government changes the way that reality looks by altering the past, using pure power and propaganda.
Today’s commercials cloud the viewers’ brains with meaningless ritzy camera angles and beautiful models to divert viewers from the true meaning of the commercials. The advertisers just want consumers to spend all of their hard-earned money on their brand of products. The “Pepsi” and “Heineken” commercials are perfect examples of what Dave Barry is trying to point out in his essay, “Red, White and Beer.” He emphasizes that commercial advertisements need to make viewers think that by choosing their brands of products, viewers are helping out American society. As Rita Dove’s essay “Loose Ends” argues, people prefer this fantasy of television to the reality of their own lives. Because viewers prefer fantasy to reality, they become fixated on the fantasy, and according to Marie Winn in “Television Addiction,” this can ultimately lead to a serious addiction to television. But, one must admit that the clever tactics of the commercial advertisers are beyond compare. Who would have thought the half naked-blondes holding soda cans and American men refusing commitment would have caught viewers’ attention?
Visual advertisements are straight and to the point for some people. People do not take into account the visual messaging going on throughout the ad. It takes companies a considerable amount of time to create advertisements that are somewhat appealing to the human eye. By adding bright colors and large letters the ad will grab anyone’s attention. In fact, people will be able to see it and read it from a distance better. To show that there are many of small details in a visual advertisement, look at the Old Spice Matterhorn shower gel advertisement.
Advertising is so prominent in American culture, and even the world at large, that this media form becomes reflective of the values and expectations of the nation’s society at large.
In analyzing any of Bob Dylan's albums and lyrics, one might receive very powerful, timely, political and social messages from the artist. Perhaps it is the way in which he influences or responds to his fans which allows him to always seem a step ahead of the public. Take, for instance, his addition of electric instruments to his music in 1964 (Bob Dylan: Desire - Ink Blot Magazine). Dylan's use of these instruments, which are indicative of the growing information environment of the time, outraged folk fans. Nevertheless, "Dylan had merely created the most influential folk-rock ever recorded" (Bob Dylan: Desire). In essence, he moved forward from the mentality, in which a large part of the public during the 1960's still remained, in order to be better able to speak to his fans. He simply tried a new invention for the purpose of making his music sound better and holding on to his listeners. At the same time, though, when bands such as the Beatles had followed Bob's lead by creating blues and "psychadelic-influenced" music, Dylan retreated to his country forms (Bob Dylan: Desire). In other words, he spoke to the modern world, by progressing with the new, electric instruments, while still reaching his older, perhaps more traditional fans, with his alternated use of country forms. He composes music about betrayal, paranoia, fear and desire, and influentially ties in larger issues of the time, such as racial consciousness. Dylan's album entitled Desire is indicative of the artist's sense of and connection to the world around him.
The world we are living is a fast paced ruled by the media. We are surrounded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us every day. These images are constantly in our minds throughout our lives. Advertisements select audience openly and target them with their product. The advertisement is implied in order to be like the people in the advertisements you must use their product. This approach is not new to this generation, but widely used today. The advertisements grab people attention and persuade them with the appearance of beauty and happy women that looks sophisticated to people eyes.
One technique used by most corporations is a technique usually described as using “buzz words”, this is found more in print than is used on television or radio. If we are scrolling through a newspaper and we see an exciting flashy word, our eyes tend to draw towards it. Companies are entirely aware of this, so they flash words on us like, “Free,” ”New.” ”Hurry”. Something about these words makes us want to see what all the fuss is about, and to read the company’s ad. Now when you do read the ad, there will be “buzz words” embedded into he ad that do not even look flashy. It is always words that do not actually have a significant meaning what so ever, but they are added in anyway. For example, words like, Homemade, Improved, 100%, tasty, and the list continues.
As a consumer of this materialistic country, I can sometimes feel overwhelmed with all of the advertisements that exist and are thrust at me constantly. While some of them can be cute or creative and occasionally put a smile on my face, the majority of them exasperate me with their stupidity. However, when an advertisement is done correctly and the quality of it astounds the viewer, something amazing can happen. People can start to talk about what they have been impressed by, and word-of-mouth creates further advertising. Advertising is a form of art that reaches millions of people at once and can affect their view on not just the product, but on the entire idea of advertising itself.
through today's ads which eschew rational arguments for symbols and imagery playing directly to our
Radiohead’s third studio album OK Computer released in 1997, has had a remarkable impact and influence on the music produced within the 90s - especially looking at the genre of rock music (Azad, 2007: 139). The Album OK Computer attracted attention within the time of its release through the fact that they had the courage to confront what effects suburban division and technology’s impact on the human psyche, this encouraged the album in becoming a ‘Classic Rock Album’ (Azad, 2007:139).
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
‘Semiology provides the analyst with a conceptual toolkit for approaching sign systems systematically in order to discover how they produce meaning’ (Bawer et. all, 2000: 227). Advertising is one of the typically elements used for a convincing presentation product or service to the buyer or user. Advertising provides the link between products or service and people. To be efficient, it must correspond to products and to be relevant for people, expressing and sustaining competitive advantages. My image appears in Glamour, a specialized publication for women, which cultural context is gender, thus providing a greater degree of authority and the intention is to promote the reputation and sales of the perfume. The image is a collection of signs, these signs may include paradigmatic and systematic elements such as the name of the perfume, the fonts used, the colors or the women which appears with an green apple in her hand. ‘The goal of semiotics in the study of advertising is, ultimately, to unmask the arrays of hidden meanings in the underlying level, which form what can be called signification systems’ (Beasley et.all, 2002: 20). It is obvious that in the interpretation of an image controversies can arise and the meaning could be different from person to person due to the cultural level or ways of image analysis, because the reader approaches an image from a personal ideological perspective. Here we can say that the link between signified and signifier is essential. Signifier, is the particular te...
We see advertisements all around us. They are on television, in magazines, on the Internet, and plastered up on large billboards everywhere. Ads are nothing new. Many individuals have noticed them all of their lives and have just come to accept them. Advertisers use many subliminal techniques to get the advertisements to work on consumers. Many people don’t realize how effective ads really are. One example is an advertisement for High Definition Television from Samsung. It appears in an issue of Entertainment Weekly, a very popular magazine concerning movies, music, books, and other various media. The magazine would appeal to almost anyone, from a fifteen-year-old movie addict to a sixty-five-year-old soap opera lover. Therefore the ad for the Samsung television will interest a wide array of people. This ad contains many attracting features and uses its words cunningly in order to make its product sound much more exciting and much better than any television would ever be.
Advertising techniques have changed and along with it, the impact they have on each individual’s mind. While there are some similarities between the different kinds of advertisements we see today, there are also many differences. Advertising has also become more unethical than it was in, let’s say, the 50s. Not all advertisements are brainless; there are a few that are even creative and fun and just pull the target audience in by entertaining them while selling them a product.
“The average family is bombarded with 1,100 advertisements per day … people only remembered three or four of them”. Fiske’s uses an example of kids singing Razzmatazz a jingle for brand of tights at a woman in a mini skirt. This displayed to the reader that people are not mindless consumers; they modify the commodity for their use. He rejects that the audiences are helpless subjects of unconscious consumerism. In contrast to McDonald’s, Fiske’s quoted “they were using the ads for their own cheeky resistive subculture” he added. He believed that instead of being submissive they twisted the ad into their own take on popular culture (Fiske, 1989, p. 31)