OUGD501- Study task 2

Using the text Berger, J. (1972) 'Ways of Seeing', write one critical analysis of an advert which, in your opinion, reflects the logic of consumerism, or the social conditions of consumerism, discussed in the lecture 'Consumerism' 

The AXE Effect 

In the advertisement above Berger, 'suggests that if he buys what it is offering, his life will become better. It offers him an improved alternative to what he is.' 1972, p142. This is a good example of how big businesses create the illusion of a better life. It suggests that if you use this medium you will become desirable to woman. This is not the case, it targets sexual desire and the internal instincts to reproduce. As you can see in the advertisement women are flocking towards the male as he is spraying himself with the deodorant. He continues to spray excessive amounts which reinforces the natural urge attract unrealistic potential sexual partners. 

'The gap between what publicity actually offers and the future it promises, corresponds with the gap between what the spectator-buyer feels himself to be and what he would like to be.' 1972, p148.

This can be seen through the choice of the male actor. He is conventionally good looking and portrays confidence and power, this is reflected through the desire to attract multiple females. The facial expression suggests a sense of euphoria as the females arrive to greet him, mirroring the view that society has about the perception of 'the perfect man.'

The view of attracting an unrealistic sexual partner generates competition amongst society, creating the need to be desired 'If you are able to buy this product you will be loveable. If you cannot buy it, you will be less loveably.' 1972, p144. This can be seen by the overindulgent use of attractive females and the suggestion of animalistic instincts to reach the male.

The exaggerated nature of the advertisement creates a false need for the product. 'Publicity is usually explained and justified as a competitive medium which ultimately benefits the public (the consumer)' 1972, p131. This can be see through the grandness of the advert and the immense power the product appears to display. This is suggesting the product is also a competitive contender in the consumer market as well.

Within publicity, choices are offered between this cream and that cream, that car and this car, but publicity as a system only makes a single proposal. It proposes to each of us that we transform ourselves, or our lives, by buying something more.' 1972, p131.

The advertisement uses psychological methods of persuasion to sell the product. It does this by creating demand for the medium using Freudian theories to access the sub-conscious. The recurring themes of sexual impulses and fantasies, combined with the desires to improve his-self and social status, suggests the advertisement reflects the logic of consumerism and the social conditions created from consumerism.