Seminar 4 - Popular, Celebrity & Sub Cultures, Cities & Film

Cities & Film 

The city in Modernism

The city as public and private space

The city in Postmodernism 

The relation of the individual to the crowd in the city. How the Body Functions in the Modern / Urban space.

The possibility of a Urban sociology - the resistance of the individual to being levelled, swallowed up in the social-technological mechanism.

Fordism, named after Henry Ford , is a notion of a modern economic and social system based on an industrialised and standardised form of mass production. The body became part of the machine in a synchronised motion.

The spacial organisation of the postmodern city and how ewe submit the controls of this. A castle city in which bodies of people are controlled. Makes you feel lost. 

How it relates to graphic Design

- The environment makes the public feel lost, an in turn then applies way finding systems to direct the public 

- signs, and colour of advertising adds to the effect of chaos in the city which in turn makes the people feel lost. 

Subculture & Style

a subculture is a group of people with a culture (whether distinct or hidden) which differentiates them from the larger culture to which they belong.

Looking at The relationship between subculture and style. 

Looking at different cultures - Cybergoth, Skateboard Culture, Mod Cultures, Skinheads, Hippies, Free Running.

Skateboarding/ parkour and free running/ graffiti as a performance of the city.

For example skateboarding takes elements of the city and creates a new use for this for example the handrail. 

Using urban space in a new way. 

Graffiti is used to mark your territory in an urban environment. Its not about the style but about the activity. 

Graphic design

- Graffiti is reflected in graphic design, by modern hand styles and calligraphy 

Popular Culture 

- Culture Created by the masses for the masses.
- A set of ideas that is followed by a society at a particular time.
- Created by the people vs Created by the elite.

- Authentic Culture Vs Popular Culture.
- Base Vs superstructure

- Class based analysis. List things that are classed at culture.

- Graphics and fine art come form two completely differetn cultures. Design emerges from the mid 18th century workers creating their own culture.

- Matthew Arnold - defending the idea of culture to the notion of popular culture which they felt was dumbing society down. Represented a decline of civilisation.

- Frankfurt school also think this. They think popular culture is mindless and commercial.




Celebrity Culture

- Identity and Celebrity

- Recycling of things from the past

- Celebrity as Artist

- Celebrity as famous

Links to graphic design - Branded People




Subculture & Style 

- A part of a bigger culture but much bigger than this.

- They always start as being symbolic challenges to the bigger culture. Threats and attempts to attack, challenge and redefine that culture.


- Punk for example with the emphasis on anarchy and challenges the mainstream.

- Hip Hop was a black urban threat the america.

- There a politics in that this is youth or some strata of society attempting to re-write a dominant culture.

-  Acts of skateboarding is not just existing in the city but changeling it. grinding down a rail instead of using it to walk.




Links To All Lectures 

Culture was determined by the ruling class

Popular Culture was created by entrepreneurs of popular culture which became the most popular.

Culture is advertising, TV, Films.

As an extension of this, you get subcultures which are a challenge to the mass manufactured popular culture. Things emerging to challenge the dominant culture.



Base and Superstructure

Base of society is the economic reality. What tools and techs, factories and skills people have. All the things society has and can use to generate wealth for itself. In ours we have heavy machinery, big factories, the internet etc...

From all of this stuff, some people are in charge of the factories and others are working 24 hour shifts on the factory lines. All of this is the base of society.

The Marxist reading suggests that everything else - Art, Law, Religion, Fashion, Culture, Attitudes and Ways of Thinking, Ideas, Philosophy emerge as a direct result and product of the base.

as an example... Industrial Capalism in Manchester emerges. A Clear class divide. Workers dumped to live in a certain area. The posh people getting all the money from the factories live in a different area. Working class make their own culture - books, music, ideas.

Frankfurt School - Fordism is a system of mass production. A mode of industrial production. The relations of production in a fordist system is that you have on big boss, with thousands of workers making bits of something. Monotonous labour. For example, you don't know how to make a car, you just know how to put a door on one.


The Frankfurt school argues that at the time of Fordism, culture was produced in an exact similar way. TV Shows, Music all sounds the same. It's the same thing changed slightly to make a new hit. Culture is spat and churned out.

Celebrity Culture - In a system where we identify ourselves with what we buy. We judge individuals like items


Task - Practising Academic Writing 

Triangulation - Top Level, High End, Critical Writing.

This is basically marrying different opinions on one topic to come to a conclusion. You need at least 3 for it to be effective 'Tri'.

For example, Punk Rock, your argument in mounted on research. You need to find what writer A, B and C are saying about it. One says its great, One says its awful and you need at least another to come to some sort of decision.

You can triangulate between quotes and between summarisation of different opinions.

TASK - Write a paragraph which summarises a lecture of your choice from these four we have looked at today. In the summary, show evidence of being able to triangulate between such authors.

Seminar Three - Panopticism

Panopticism Re-cap

- Institutional Power over Society.

- Social Control > Productivity

- Self Control

- Training


Institutions

- Hospitals
- Schools
- Army
- Police
- Prisons
- Churches
- Government
- Marriage
- Big Businesses
- Family
- Media


Each institution has a series of Institutional Experts. In a paternalistic way, explain what is the best form of behaviour. It's depersonalised and transposed onto the idea of a wider Institution.

Panopticon

- A proposal for a building by Jeremy Bentham (1791) - It works perfectly for any use one will put it to. The building was a philosophical experiment for the perfect funtionality. Not sadistic.

- Foucault (1977) 'Discipline & Punish' - Book referes to the Panopticon.

- It's a space of visibilty. Everything is on display.

- It's a space where the source of power (people watching) is unverifiable.

- Individuality and Isolation. Stops the danger of conspiring and the physiological effect makes you play tricks on yourself and more willing to accept the circumstances as normal.

- Physiological effect is not forcing you to do anything which inflicts self control.

- Foucault "lateral invisibility and a axial visibility" This just means that everything can be seen from the centre and the centre can be seen in a peculiar way. From side to side nothing can be seen.

- Creates anxiety

- Self-monitoring, Self-correcting.

- Light

- Constant Surveillance

Panopticism

- 'ism' is a style fo something applied to a wider society.

- The same principles of the panopticon but applied to wider society as a whole.

- Modern disciplinary society.

- Making people put themselves to work.

- Docile bodies - Least resistant, most diciplined. Not the lazy - the hardest working and most active. Soldiers is a perfect example.

Panopticism in Religion

- The idea of God is the ultimate panopticon. He can see you but you can't see him.

- As an institution. Religion functions to people to conform to a code of behaviour. To keep society cohesive and make people productive.

Panopticism in Marriage

 - Primitive Communist Societies (to exist they go hunting). Their responsibilities for social codes an conventions was females. Everybody had sex with everyone.

- The idea starts to arise that men want to control it because they've made it. They want their tools to go to their spawn but they didn't know which kids was theirs, only the woman do. Which is where the idea of Marriage comes from. Men want to have a woman to themselves.

- In a household marriage, Religion has the general panoptic control. On a smaller scale, it could be the head of the house.

Panopticism in the Media

- Tabloid Newspapers effectively fabricate stories. Scandals. To manipulate public interest to ultimately sell more papers. Because it's in a newspaper, we think they are the institutional experts which make it believable.

Overview

- When we are trapped in an institution, it's almost impossible to see past their motives and control. We generally accept that certain people know best.

- "They don't like the medicine, but they know it's good for them." The Dean of LCA.

- POWER is a complex relationship between two people. The lecturer giving the medicine has the power and the recipient (us) of the medicine is knowingly unquestionably accepting.


Task 

Choose an Institution or modern day example and refer this to the points raised in the Panopticism piece of text written by Michael Foucault.

- Write 400 words and use 5 quotes
- Weave the quotes into own writing
- Use Froucoudian Language
- Find Good Quotes

Seminar Two - The Gaze & The Media

Continuing from last week and Freudian theories, we start to unpick the gaze and the media.

Social Control links the first three lectures, or the way we mentally control ourselves.

In our world, we are subjects. We have our own notion of ourselves. Under a capalist society we view people not as subjects or individuals but as an object. But, people generally do that back to us too. For example we are instantly looked at and branded as students.

When looking at Hans Memling's 'Vanity' we have a process where the viewer is sexually objectifying the women and the reciprocal gaze is not returned. She looks at herself. This gives us social power. It makes us feel conformable to look at her when she gazes back at herself.



"John Berger - The Ways of Seeing"

What is the power situation presented?

All Artists at the time of this painting were men. Art production was generally dominated until the mid 20th Century by men. This image was painted by a man for men. People who made and bought art were all men.

The obvious choice of subject to paint for a man is a naked women which creates the artist genre known as a 'nude'.

You also get art critiques who are all men at this time  writing about how beautiful, delicate and aesthetic the female form is to use as a subject for artist study. It's more worthy.

The images are without a doubt slightly pornographic but what we have here is a whole aesthetic situation which was designed to justify the male objectifying of women. Nude painting is a way that males could look at the work like porn but with no guilt attached.


The women is passive and subservient to the male. The meek and mild look of the women is seen recurring in romantic fiction, tv soaps, films. the woman is there as the sex object rather than having any other function. The women is there to be gazed at and wants to be and knows that she is the sexual object but in fact even revels in it. The woman is actually looking at herself which almost suggests that your taking the piss out of the women for being so vain and looking at herself.

This happens in contemporary pornography. The women is there. A femininity which is a male dominance but your laughing at her at the same time by calling her a vain slut.

Katie Price and Jordan. Theres an extra element that she is presented as really stupid which again means that she is easily dominatable. This is male fantasies that rely on the illusion that women are easy to control and dominate.

Katie Price is somebody who is really vain, stupid, ridiculous exaggeration with enormous breasts and she wants to appear for men and please men.

It is logical that the same results are occurring today that happened

1863 - the top image was the most popular image in 'The Salon' which was a big exhibition of work which got artist famous through the public eye. The women in this image looks back at us but in a flirtatious way. This women is Venus, the Goddess of Love which adds to the sexualisation. This is not reality. 

The second image was rejected by 'The Salon' and this is due to confrontation. In this image, the woman's hand is covering herself with a more force. The women is supposed to be a prostitute which is a contemporary 'Goddess of Love'. You can temporarily own a prostitute for a cost but you don't really have power over them. They can only be bought so she is in power. 

This image is classed as sleazy but in reality is more akin to society. 

The first image justifies men to run society by suggesting that we can't have women in charge because they will 'be vain' or just 'get naked'. 

In this image, the hand is much more suggestive. 'Tickling' as appose to the. She's meeting the gaze but in a much more passive way. Scattering rose petals around waiting for the husband to come back. In the first image there is a cat and in this one there is a dog. A dog is a mans best friend where as cats are 'sneaky' and independent. A women is looking after the kids in the background. 

The first image is about female independence where as the second is the ultimate male fantasy. This is what is quite shocking to know that women's sexualisation is used as weapons of power, even today. 

50's Male Magazine

Vue - America's Photo Digest

It pictates the women as only interest is being sexy for men. "My Hobby is Men". 

"Hypnotism - Cure For Frigidity?" This sugests that if the women does not find you attractive to have sex with you then that must be a problem with her and this can somehow be fixed using hypnotism. 

More often than not, the images that we see are seen through the eyes of men. 

You get these femininities that emerge in modern society where women start to believe that this is the way a women should act. They should primarily be seen as sexy and domesticated while the man goes out and works. It is not really about sex anymore, but in fact men keeping women in their place. It hits on social control.

Tipalet Cigarettes

" Blow in her face and she'll follow you anywhere "

This is not just about sex, but domination of women which justifies the dominance of males in society.

Wonderbra Advert

'I can't cook, who cares?'

The product is for a female but looks to be advertised to men because he essentially will be paying for the product. 

Superficially is this image depicting the women as Dominant or Subversive?

The pose is quite dominant and the gaze is powerful but the fact that she's wearing no clothes presents her as being submissive. "She can't cook, who cares? She's still a supermodel"

The other way to read this is a semi-naked women on display to a man. By saying 'I can't cook' means that this is disappointing to men because she can't be a domestic slave. She compensates for this by being a sexual slave and object. It's a trap for men. 

It is aimed at both men and women. They will buy the wonder bra to turn their women into this passive figure and women too because this will make them assertive. 

"Glamour Magazine"

"Men's Top 10 Sex Wants"

giving away tips like how to look good for a man and 'the ultimate guide to his parts'.

The Gaze - Re-Cap 

- Objectification of women

- Power & Domination

- Social Control

- Sexuality 

- FEM - Submissive/Passive

- MAS - Dominant/Active

Seminar One - Psychoanalysis & Consumerism

Psychoanalysis Re-Cap

Mary Kelly – Her Baby’s Development – Art Piece

Infants are very sexual beings who have desires. Which is wrong is western cultures to think about children in this way.

Oedipus Myth – Old Greek Story. Oedipus was the son of the king of troy in Greek mythology.

Dynamic Unconscious

Oedipus Complex

Castration Anxiety –  Boys envy their father because he has the phallus and the power and fear of getting castrated.

Penis Envy – Girls envy the fathers penis because they cant have sex with their mother.

Id, Ego & Superego

Ego --- is in the conscious personality of which you know something about but not everything.

Id --- represents biological instincts. Wanting to eat and sleep. Male and Female.  Primal Urges and desires to see something want it and get it. This could be sexual or just the desire to eat, sleep, fight and kill. Repressed and imprisoned in us which we don’t allow to come out. Uncontrollable and Infantile. Small children are walking Id’s. They will just shout something out, shit anywhere or steal. The id throughout life is controlled by the super ego.

Super Ego --- The manic controlling voice that teaches you that the Id is wrong. It is not just rational but also irrational. It uses methods like shame, guilt and self pity.

Conscious, Pre-Conscious, Unconscious

Documentary – The Century Of The Self

One: Happiness Machines

A theory of the emergences of American brand consumer culture and the way it was a tactic to control the public and their desires. It hits on Freud links his theory to consumerism.

Notes on the documentary


- The Corporations and Government uses Freud’s theory to control mass crowd.

- Edward Bernay’s. First person to take Freud’s ideas and manipulate the masses. Showing American corporations that they could link American goods to human desires and sales.

- Satisfying peoples inner selfish desires.

- 100 years ago Freud’s ideas were hated by the world. Embarrassing and anyone questioning the human mind and showing feelings was a threat to them.

- Freud Analysed dreams and he unearthed that humans have powerful sexual feelings that we repress because they are to dangerous. We picked these up from a historic animal instinct.

- Bernay’s main client was opera singer Caruso. He opened in Ohio and America announced they was entering the war between Germany and Austria. Bernays was employed by the American government in promoting the idea home and abroad

- Propaganda – War. Bernays wanted to use the propaganda used for war but change it for peace! Propaganda turned into a bad word so Bernay’s had to use a different way to go about this.

- At the end of the 19th Century, America was industrialized. Bernay’s turned to his uncles psychoanalysis theories. He wanted to make money by manipulating the unconscious. He played on the humans irrational emotions.

- His most dramatic experiment was to persuade women to smoke. At the time there was a taboo about women smoking in public being frowned upon, so the company asked Bernay’s to find a way about breaking it.

- For a large fee a PA told bernays that the cigarette was a symbol of the penis. He said that women could have their own penis by smoking, symbolically.

- The girls of an event protested by lighting ‘their torches of freedom’ being a cigarette. Bernay’s knew that the press would be there, so he promoted this phrase to encourage women to smoke. They could have FREEDOM! The women are ‘HOLDING UP THE TORCH’. This was all over the world by the next day.

- Bernays created the idea of a women smoking is more independent which is an idea that still exists today. From this he found that by linking products to people feelings and desires, this could increase the sales. Products could become a massive statement that somebody makes. The idea of an emotion connection with a product.

- The American industry was afraid of over production. Will people have enough goods to just stop buying?

- The corporations realised that they had to transport how Americans thought about products. They must shift American from a needs to a desire culture. Create a new mentality that a man’s desires should overshadow his needs. The man at the centre of this change was Bernays. The God of the physiological theory.

- Bernays created many techniques of mass production which we live with today. Such as linking products with famous film stars and also product placement. He dressed stars in clothes and jewellery linked to his companies so that the masses would have a desire to  be like their idols.

- “You all look the same on the street with the same clothes, same hats. Express yourself better in the way you dress.” “Why do you like short skirts.. Cause theirs more to see. It makes you more attractive.”

- Later Bernay’s promoted the idea that normal people should be able to buy shares using money from the bank and millions of people did this. Bernays became famous for knowing how to work the crowd. 

- In 1924 – US President Calvin Coolidge approached him. The press portrayed the president as a dull figure so Bernays persuaded famous film figures to visit the white house. This went on to create a headline of “The President nearly Laughed” and everyone was happy in Bernay's words.

- Bernays suggested that Freud should promote himself in the US. He asked him to write and article for Cosmopoliton but Freud disagreed and said he hated America.

- Freud later believed he had underestimated the aggressive tendencies in humans. He said men was the most ferocious animal of all and he hated all men. He was known to be a pessimistic man in his later years.

- The irrationality and the animality is the main drive of the mob. People were lead by their spines and not their minds. In the 1920’s wrote a book to claim he knew how to control the masses. He said that you could tap into the masses deepest desires to make them vote.

- In the 1920’s – a new idea of how to run democracy was in place.  The government would make people happy and docile to create a feel good factor which will not alter the circumstances but peoples outlooks on it. Bernay’s wanted to maintain the power over the masses by altering the publics physiological state even though their lives where the same.

Re-cap of the Documentary

- Governments starting to use this to make it more serious and political. The power of controlling people’s instincts is ceased upon by the government.

- Creating a false need for desirable objects to generate profit from the masses. The crisis of overproduction, producing too many goods. So making people believe they need these products that they have spare from production to keep the profit going.

- The American government created a system about tapping into peoples desires and tricked into buying these things to make a better life when actually it didn’t. The system creates wealth for the powers but not for the public.

- Democracy through consumerism. We believe that we are free because we can purchase different things such as a car, porn, clothing but that is a trick that has been laid down by PR. It’s like a drug that keeps us docile even though our lives are actually pretty shit. We are creating wealth for those in power but think that our needs are getting what we want which makes us temporarily happy.


Cigarette Advertisements

- “Torches Of Freedom” – Cigarettes overnight get turned into something women want because it represents independence, and freedom symbolically but will really give them cancer. This shows the strength of the irrational associations.

Marlborough Man

– Advertising Campain started in the 1950’s by Phillipo Morris.

- Smoking was now so poular with women in this time that some men considered smoking to be lady like so the Marlborough man was invented to make the images of him macho. The cowboy is macho and represents freedom, free roaming, shooting things, hunting and fighting.



Silk Cut – Saatchi & Saatchi – Late 80’s / Early 90’s

In the late 80’s early 90’s, there was governmental sanctuaries in Britain. They wasn’t allowed to sell tobacco by associated it with…

Glamour, Sport, Success in Business, Masculinity or Femininity, Also..

‘Advertisements should not seek to actively persuade people to start smoking.’ 

Silk Cut come up with the idea to associated smoking with hidden desires. Freud thought that Symbols in dreams represented subconscious emotions. They sold the product through the lifestyle – cup of tea and brandy. The price of the cigarettes are shown too.

The brand name ‘Silk Cut’ is smooth cut of the tobacco. Sophisticated and Luxurious. The problems Saatchi & Saatchi faced was that silk could be considered feminine. The cigarette was weak (low tar) so could be seen as feminine. They addressed this deliberately by using Freudian association to try and link the brand to instinctive unconscious desires.



They focussed on two hidden human impulses … EROS and THANATOS which is…

EROS – pro create, to have children, to be free, to live a full life,

THANATOS – the desire to kill, self destruction, mess everything up. Drug addictions and the rock and roll lifestyle are physiological connected to this. We know something is wrong but our ‘death’ instinct is taking over.

Everybody knows that smoking kills you but we still do it so it could be linked to our death drive. Is it possible to link the ‘sex’ drive to smoking.

Other Key Freudian Concepts are

- Oral Fixation (nipple substitute)

- Vagina Denata and Penis Envy

Obsure Adverts.



Advert 1 - Silk With Cut

- On a conscious level it is a piece of silk with a cut in it.

- On a subconscious level, the gash in the silk represents the vagina. So what is the penis? Is it the scissors or the knife that has cut the silk? Or is it the cigarette?

- The advert is marketed at males for the knife being forced into the silk in a sexual way. Playing on male domination.

Advert 2 -  Silk Cutting The Knife



- In the next one the silk cuts the knife which plays on the castration of the male.



Advert 3 - The Iron with Spikes

- The same concept. Housewife ironing the silk and the iron being the sumbolic penis.

Advert 4 - Scissors 

- The vagina Dentata – the view up with women’s skirt with the legs being replaced by scissors. 

Advert 5 - Shower 

- Reference to Hitchcock. The sexual desire to murder a hot movie star. Working on all sorts of levels.



Advert 6 - Bagpipes

- You blow into the bagpipes which can be read as a cigarette to blow and suck on but also references something else that could be shaped like a cigarette that you blow and suck on. The penis.

- Is the act of smoking linked to the act of felatio?

- The man traps on the floor represents the vagina shutting and chopping the penis.

Newport Cigarettes - Advertisement 

Alive with pleasure – Newport cigarettes. If smoking isn’t a pleasure then shy bother? As a man sticks a tube into a women’s mouth.

Further Notes from the rest of the documentary...

- 29 Oct 1929 - The market collapsed. The effect disastererous as people stopped buying goods they didn't need. Bernays fell from fame as did what he built. The effect was also massive across Europe. There was street battles in Austria and Germany. 

- Against this backdrop Freud was battling cancer in his jaw and wrote a book called civilasation and its contents. He argued that civilisation was created to control our animalistic needs inside. 

- Humans can't express themselves because it's too dangerous. we much be controlled.   

- March 1933, National socialists elected to power in Germany. They took control ofbusiness and workers leisure time was also planned through state. The Nazi's saw this as an alernative to the democracy to bind the nation together.

- Looking at mass crowds, Freud explained how the irrational behaviour inside human beings can emerge in such groups and forces of desire are given to the leader. Freud wrote this as a warning but the Nazi's were deliberately employing these ideas in order to control. 

- Crowds and Their Behaviour. And angry population too out their frustration on the corporations who who to them had caused this. 

- President Roosevelt (1960) employed Gallop and Roper who rejected Bernays' view and thought theat people could be trusted to have a voice with political situations of the country. People are rational and make good decisions. Giving everyone a voice in how things are run. 

- Business fought back to wins the heart of America. At the heart of this was Edward Bernays. The campaign shown that it was business not politicians who had produced modern American. He used billboards and newspapers to get the word out. The government fought back by making films against it saying their methods are a great danger to democracy. 

- In 1939, New York hosted the worlds fair. Bernays insisted that the theme was linking american democracy and business. There was a white dome that Bernays named 'Democracity'. The central exhibited was a large scale model of America's future. 

- It was a success and captured America's imagination. A form of Democracy in which business responded to citizens desires and demands which is something that the government could not achieve. The people are not in charge but their desires are. 

- In May 1938. Freud came to London on a work permit to escape Nazi Germany. His cancer was advanced and as the second world war started, 3 weeks in, he died.   

Seminar One - Study Task One

List the Ten most important points raised in Adam Curtis’s documentary ‘Century of the self’.

Relate these points to a critical analysis of one image from the mass media which, in particular, focuses on the nature of consumerism, desire and the unconscious. The advert can be something from now or could be a TV show etc. 

Think about the False needs, our actual desires, our instincts and Freud’s notion of the unconscious. You can use cigarette advertising if you wish...

10 Important Points Raised


1. Edward Bernays. First person to take Freud’s ideas and manipulate the masses. Showing American corporations that they could link American goods to human desires and sales. At the end of the 19th Century, America was industrialized. Bernay’s turned to his uncles psychoanalysis theories. He wanted to make money by manipulating the unconscious. He played on the humans irrational emotions.

2. His most dramatic experiment was to persuade women to smoke. At the time there was a taboo about women smoking in public being frowned upon, so the company asked Bernay’s to find a way about breaking it. Bernays was told by a PA that the cigarette was a symbol of the penis. He said that women could have their own penis by smoking, symbolically.

3. The women of an event protested by lighting ‘their torches of freedom’ being a cigarette. Bernay’s knew that the press would be there, so he promoted this phrase to encourage women to smoke. They could have FREEDOM! The women are ‘HOLDING UP THE TORCH’. This was all over the world by the next day.

4. From this Bernays found that by linking products to people feelings and desires, this could increase the sales. Products could become a massive statement that somebody makes. The idea of an emotional connection with a product.

5. The corporations realised that they had to change how Americans thought about products. They must shift American from a needs to a desire culture. Create a new mentality that a man’s desires should overshadow his needs. The man at the centre of this change was Bernays. He created many techniques of mass production which we live with today. Such as linking products with famous film stars and also product placement. He dressed stars in clothes and jewellery linked to his companies so that the masses would have a desire to  be like their idols.

6. In the 1920’s,  a new idea of how to run democracy was in place.  The government would make people happy and docile to create a feel good factor which will not alter the circumstances but peoples outlooks on it. Bernay’s wanted to maintain the power over the masses by altering the publics physiological state even though their lives where the same.

7. Saatchi & Saatchi's campaign for cigarettes in the late 80's  focussed on two hidden human impulses … EROS and THANATOS which is… EROS – pro create, to have children, to be free, to live a full life and THANATOS – the desire to kill, self destruction, mess everything up. Drug addictions and the rock and roll lifestyle are physiological connected to this. We know something is wrong but our ‘death’ instinct is taking over.

8. Other Key Freudian Concepts are... Oral Fixation (nipple substitute), Vagina Denata and Penis Envy.

9. 

Critical Analysis of the Got Milk? Campaign 

I chose to focus on the got milk? campaign of adverts which was created by Goodby Silverstein and Partners in October 1993 and has spanned across 19 years in America,  proving to be one of the most successful and influential campaigns in American history. After looking into various different adverts of the 70's, 80's and 90's this particular campaign is the one that stood out the most to me to have Freudian concepts hidden away within it. After analysing the image on a deeper level, I can also start to unpick some of Bernays' concepts that have been used throughout the campaign successfully. 

The most obvious element within this advert is the milk on the top lip and the smashing bottle. There is obvious levels of desire and satisfaction when linking the milk to the mouth of an attractive female star.  This also directly relates to the 'Oral Fixation' that refers back to our feelings and experiences as children. There is a direct reference to the bond with our mother and in Freudian's terms, when we drink milk, we satisfy our sexual desire for our mother as well as mimicking the nipple. The glass of milk becomes the nipple substitute. 

When we start to look at the campaign on a more basic level, we see that the milk is representing a moustache and this is shown on both female and male stars used in the campaign. When trying to relate this back to Freudian terms, we see that the moustache could be seen as Penis Envy from the women used in the campaign. The moustache, in a way, represents the penis, the phallic of power, which women desperately desire. I also think that the 'milk moustache' can relate to Bernays' idea of women having power and independence by drinking milk. This time, instead of using cigarettes as the penis, the milk becomes the penis. On a more sexual level, the milk could be seen as semen around the womens lips which relates back to use of oral fixation and sex to help sell the product on both conscious and unconscious levels. 

When looking further into Bernays' ideologies about manipulating the masses, we can see that the most basic idea of using famous icons to sell the product is one of the reasons that the campaign is so popular. By linking the simple drink of milk into celebrity culture, this can raise the profile of milk. 

When reviewing the advert, it is clearly obvious that there are a number of different Freudian theories at work as well as concepts created by Bernays',  probably more than I can pick see and pick out myself. It is clear that the product is being linked to our feeling and desires as a child and through this creating an emotional connection between us and the advert which is key to it's consistent success in America.