In-Depth Notes on Advertising, Consumption, and Culture

Acknowledgment of Indigenous Peoples

  • Simon Fraser University acknowledges the unceded traditional territories of the xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh Úxwumixw (Squamish), səl̓ilw̓ətaʔɬ (Tsleil-Waututh), q̓íc̓əy̓ (Katzie), kʷikʷəƛ̓əm (Kwikwetlem), Qayqayt, Kwantlen, Semiahmoo, and Tsawwassen peoples.

Understanding Advertising and Consumer Culture

  • Advertising is deeply intertwined with culture.
  • Key questions:
    • What products define us, and what do they imply about our identities?

Conspicuous Consumption

  • Thorstein Veblen (1899) discusses the notion of conspicuous consumption, which suggests that purchasing valuable goods serves as a means of reputability for the leisure class.

Consumption Ethic and Convenience

  • The shift in ethics towards valuing convenience over utility.
  • Leadership in marketing influenced by style and aesthetic appeal.
  • Example: The impressive craftsmanship in consumer goods like Body by Fisher.

Style and Obsolescence in Advertising

  • Fashion trends reflecting a changed psychology focusing on convenience and style.
  • Arthur Page's insight on how consumption patterns evolved from necessity.
  • Advertising driven by style obsolescence to disrupt traditional consumption formats.

Plastics and Consumerism

  • Lloyd Stouffer’s perspective on the future of plastics focused on single-use products to create a recurring market.
  • Presently, packaging constitutes a significant portion of plastic production globally.

Price versus Style in Consumer Choices

  • Marchand emphasizes the conflict between price and style in consumer decision-making.
  • Advertising aims to create demand for luxurious consumption over mere survival.

Color, Convenience, and Ensemble in Advertising

  • Modern advertising focuses on visually appealing and convenient products.
  • Products are marketed for their aesthetic as well as functional attributes.

Taste and Distinction

  • Notable quote from Bourdieu regarding taste: "Taste classifies the classifier."
  • Taste implies collective identity and distinction from societal norms.

Cultural Capital and Habitus

  • Pierre Bourdieu’s concepts explain how economic, social, and cultural capital influence consumer behavior:
    • Economic Capital: Wealth and income.
    • Social Capital: Relationships and networks.
    • Cultural Capital: Knowledge, education, and tastes.
    • Habitus: Internalized dispositions shaped by upbringing.

Commodities as Expressions of Habitus

  • Commodities encapsulate the values and beliefs within a society, functioning as indicators of social standing and lifestyle choices.

Modernity, Cleanliness, and Belonging

  • The significance of cleanliness in American culture emerged during the Civil War, associating hygiene with patriotism.
  • Historical development of personal care products designed to combat odors socially branded as undesirable.

Spirituality of Consumption

  • Rise of “spiritual but not religious” identifications fills a void in community belonging, as more individuals seek identity through consumption.
  • Brands like goop embody trends in wellness and consumerism aimed at self-care and community connection.

Advertising as a Tool for Identity Creation

  • Contemporary strategies use advertising to provide authenticity and encourage therapeutic consumer behavior, suggesting that shopping can be a source of emotional relief.

The Elements of Religion and Community in Consumption

  • Burton's framework categorizes religion's function in societal cohesion, reflecting communal beliefs through consumption rituals.