Marketing, Advertising, Style and Art

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Marketing, Advertising, Style and Art: Life Should be Lived, Not Painted

Man-made objects produced for acquisition depend on the ability to carry an image of style. The consumer is persuaded that ownership will enable them to inherit this style transforming their lives into perfect, happy reflections of the people featured in advertisements. These objects can be applied to any aspect of life as a fast answer to the question of style. The media promotes and reflects the current mainstream culture's standards for life style, class and importance of appearance. The media uses images of thin, beautiful women in well kept stylish homes and links these images to other symbols of prestige, happiness, love and success for women. Repeated exposure to this ideal via the various media can lead to the internalisation of this ideal. It also renders these images achievable and real.

By targeting advertisements at set demographic groups, the choice of how to split responsibility for domestic chores is taken away. Instead we are presented with a list of acceptable social rules that are different for each gender. An example would be Fairy washing up liquid, in the advertisements we always see a mother doing dishes, with her child somewhere near by. This is communicating a message that washing up is a women’s work and worse still a feminine thing to do, as if to say a man who washes up risks losing part of his masculinity. When considered it seems ridiculous that we would let the media keep such sexist themes alive but the sad fact is that the majority are so conditioned to this train of thought, in order to preserve our gender identities, we must conform. Objects therefore not only posses the power to add style to our lives but to delegat...

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...lives it is just a case of applying the same recipe. For instance look at a new sofa in a shop window now forget its advertising style and price, refuse to listen to the cocky sales person and think. Look at it for what it is, an object, with one use and one use only to sit on. Obsession with possessions is everyone’s burden the key is in realising we are all involved in a universal scam. Instead of accepting things as they are presented, take them out of context and produce a new meaning. Once this new meaning has been regarded something of the original meaning is lost forever and in this way we can liberate ourselves. Using these ideas as a tool to reject the regimes that the media present, to re-write the language of style. Many people have used an expression as a defining point of their admiration for Marcel Duchamp’s ideals “life should be lived, not painted”.

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