Exam Preparation Notes on Advertising, Affect, and Cultural Critique

  • Acknowledgment of Indigenous Lands

    • Simon Fraser University recognizes the unceded traditional territories of several Indigenous peoples:
    • xʷməθkʷəy̓əm (Musqueam)
    • Sḵwx̱wú7mesh Úxwumixw (Squamish)
    • səl̓ilw̓ətaʔɬ (Tsleil-Waututh)
    • q̓íc̓əy̓ (Katzie)
    • kʷikʷəƛ̓əm (Kwikwetlem)
    • Additional groups: Qayqayt, Kwantlen, Semiahmoo, Tsawwassen.

  • Culture and Advertising

    • Definition of Advertising:
    • An arrangement of elements from the ordinary world, altered to create a new narrative for a product.
    • The essence of advertising lies in communicating a new language through these elements (Williamson, 1978).

  • Under Armour Advertising Campaign

    • Promotes the message "YOU'RE MORE THAN A PRETTY FACE"
    • Highlights attributes: strong, smart, bold, fierce, tough, amazing with the hashtag #ImPretty.

  • SoulCycle Experience

    • Describes a 45-minute high-intensity cycling workout aimed at mind-body-soul synchronization.
    • Dopamine Menu activities include:
    • Pre-ride affirmations
    • Dancing and journaling about gratitude
    • During-ride high-fives and social connections
    • Post-ride rituals like lighting candles and cozying up in branded apparel.

  • Understanding Affect vs. Effect

    • Affect:
    • A verb meaning to influence;
    • Affects are pre-cognitive experiences that shape feelings before they are named as emotions.
    • Effect:
    • The result of an influence.
    • The difference is nuanced; the use of ‘impact’ often replaces these terms due to their complexity.

  • Philosophical Perspectives on Affect

    • Related theorists: Spinoza, Massumi, Ahmed
    • The concept of affect is tied to embodied experiences, suggesting that feelings are not easily categorized.

  • Situationism & Advertising Critique

    • Situationist International (1957-1972):
    • Influenced by Marxism, critiques the societal shift towards symbolic experiences mediated by commodities.
    • The 'spectacle' consumes human relationships and experiences via imagery and advertising.
    • Debord asserts that the spectacle signifies a monopoly over societal perceptions (Debord, 2014).

  • Cultural Jamming

    • A tactic to resist consumer culture and unsustainable consumption using détournement from Situationist strategies.
    • Aims to redirect focus on the hollow nature of consumer experiences.

  • Neoliberalism and Self-Management

    • Key Features of Neoliberalism:
    • Privatization, open markets, deregulation, limited state intervention; prioritizing market solutions for social issues.
    • Cultural Characteristics:
    • Emphasis on individualism, self-discipline, and entrepreneurial spirit.

  • Advertising as a Mechanism of Self-Management

    • Brands like Under Armour promote narratives around personal discipline and self-identity (e.g., "RULE YOURSELF").

  • Call to Action Against Consumerism

    • Patagonia's campaign encourages mindful consumption and awareness of environmental costs associated with products.
    • Promotes principles: Reduce, Repair, Reuse, Recycle.

  • The Concept of the Spectacle

    • Defined in Debord's work as a social relation mediated by images, critiqued for limiting human engagement with reality (Debord, 2014).
    • The spectacle shapes how individuals perceive and interact with society, often resulting in passivity.