Dr. Sara DiazWGST 280: Gender, Sex, & Popular CultureGonzaga University

Consumption:

How Does Advertising Work?

• Exploit Insecurities• Gender, race, CLASS

• Sell you a solution• Beauty Products• Diet Products• Beer• Cars• Clothes• Houses/Decor

Editorial Control

How do advertisers exert control over the content of the media we consume (think Ms. Magazine)?

Citizen/Consumer

• Lifestyle Branding• We are sold lifestyle rather than products• The brands become signifiers of: • Wealth (Mercedes, Ralph Lauren)• Togetherness (Coca Cola, Benetton)• Earthiness (Subaru, Prius)• Rebellion (Harley Davidson, Abercrombie & Fitch)• Simpler Times (Guess)

• In turn, brands become identities• Consumption becomes identity

Negative Effects

•What are some of the negative effects of advertising on how we think about ourselves?

•Negative effects on the world, at large?

Who sets prices? Who profits?

50%

21%

8%

13%

6%2%

Markup of a designer skirt

RetailersManufacturersContractorsMaterialMisc. LaborSeamstress

Commodity Chain

Raw Materials Transport Production Transport Sale to

Consumer Trash

Advertising Target

Global Wealth Distribution

North America34%

Europe30%

Rich Asia-Pacific24%

Latin America and Car-ibbean

4%

Other Asia-Pacific3%

China3%

Africa1%

India1%

Regional Wealth Shares (%)

Complex Inequalities

77%

22%

2%

Consumption of Resources

Top 20%Middle 60%Bottom 20%

Population, Waste, Consumption 1990s

Population

Hazard

ous Wast

e Producti

on

Fossi

l Fuel

Metal

sPap

er5

72

25 20 3317

18

35 60 4278

1040

20 25

US Other Developed CountriesDeveloping Countries

The New Politics of Consumption

•What does Schor propose as the solutions to this problem?•Do you agree? Why/not?