OUGD501: Context of Practice - Study Task 2

Task:

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' (17/10/13). Use at least five quotes, referenced according to the Harvard system, in support of your argument.

The above advertisement is taken from page 133 of John Berger's ways of seeing. 

This advertisement focuses on a false promise of acceptance to a higher social class through consumerism. The line ‘Think of it as an exclusive club for which most men will be eligible’ suggests that by owning a suit from this brand will mean that the consumer will become part of an ‘exclusive club’ which would increase their social class and make them feel accepted.

The line actually suggests that the man could be accepted but probably won’t because the members of the ‘club’ are from a higher social class than them. This tactic allows the upper-class to make fun of people who aspire to change their social class and be envied as a result of them buying into consumerism and being unable to become accepted. Berger wrote ‘Being envied is a solitary form of reassurance’ (Berger, 1972 Page 133) this suggest that the upper classes gain satisfaction from the lower class aspiring to be like them. This in turn increases their confidence and reassures them of their status.

The stance of each of the men in the advertisement portray them observing the looks of envy from the lower classes and the gazes which they return are incredibly impersonal and un-relatable. ‘You are observed with interest but you do not observe with interest – if you do, you will become less enviable’ (Berger, 1972, Page 133) Berger suggests that the upper class must observe without interest in being envied because if they do they will become less envied, this is apparent in the emotion coming from the men in the advertisement because they need to be envied in order to be secure about themselves.

The false promise within this advertisement misleads the audience into thinking that by buying into this product it will improve their life ‘Publicity principally addressed to the working class tends to promise a personal transformation through the function of the particular product it is selling ’ (Berger, 1972, Page 145) This follows the concept of rags to riches and how buying a product can change someone’s life. The advert is suggesting that a suit can make someone feel more confident about his or her self-image in a very materialistic way. In the same way that this advertisement targets the lower classes who have to ambition to become accepted it is also aimed at the middle class who are very close to becoming part of the upper class but never quite make it. ‘Middle class publicity promises a transformation of relationships through a general atmosphere created by an ensemble of products’ (Berger, 1972, Page 145) this suggests that if someone already has a high status and is wishing to improve on it they can by more products which will allow them to alter their self-image and be accepted into the higher class.

With this Berger addresses the idea of the dreams of glamour, which each person has. ‘Publicity does not manufacture the dream. All that it does is to propose to each one of us that we are not yet envied – yet could be’ (Berger, 1972, Page 149) Berger is suggesting that all people have the need to be envied in order to feel confident and superior to others. The advertisement supports this statement as it plays on the natural human instinct to be involved and included into groups, this being the exclusive club for men.