OUGD501 - Task 1 - The century of Self.

Notes and Points

The shift from a needs based consumerism to a desire based consumerism was absolutely necessary after the war for the economy to keep improving. 


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


Freud’s ideas were hated by the world. 

Bernay’s main client was opera singer Caruso.

Bernays was employed by the American government

The PR industry boomed when Bernays was asked by Calvin Coolidge himself to remodel his public image.

19th Century: America was industrialised.

Bernay’s turned to his uncles psychoanalysis theories in order to manipulate the unconscious. He played on the humans "irrational" emotions such as joy and fear. 

There was a point raised that humans are "evil beings that needs controlling" because they can not make rational decisions for themselves. This is interesting as advertising today still dictates that we need a certain product to help take control of our own lives. We are now reliant on products to get through the average day. 

People’s ‘happiness’ became very important for the consumerist market, any sign of ‘unhappiness’ became a cause for concern and a point of sale opportunity.


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

Torches of Freedom’: a cigarette.
Bernay’s knew the press would be there to promote anything that Bernays wanted. He wanted women to smoke.

Bernays created the idea of a women smoking is more independent which is an idea that still exists today. Linking products to people feelings and desires increases sales.


Fears of over production meant Bernays had a massive following to help sell more and more.



Examples of Images selling a lifestyle

This Tom Ford advert is selling a fun time or a fun experience through the brand name, the eye is instantly drawn to either the woman's legs if the viewer is male, or the naked man if female. Cleverly the  eye is taken from left torright, down and across the page to the "TOM FORD" logo with a zig zagging juxtaposition of the signifiers in the image. 

Barbour use a typical piece of farming culture to sell the clothing range which is aimed at both farmers and outdoor explorers. The striking white on black fabric grabs attention whilst the company do not need sell the fabric, they are selling the lifestyle whilst implying that the fabric is the only fabric to wear when being a part of outdoor lifestyle. 


Critical Analysis of an image.

www.thisisnotadvertising.wordpress.com/2011/11/07/15-years-of-axe-effect-the-worlds-most-sexist-advertising-campaign

Advertising Agency: BBH London, Creative Director: Domenic Goldman, Copywriter: Hugo Bierschenk, Art Director:  Dean Woodhouse, Year: 2011. 

BBH employ a tactic of selling through a needs based theory in order to sell the Lynx product. As mentioned in The Century of Self, there is certainly a suggestion that we need this particular brand of deodorant to help take control of our own daily life. Goldman aims to make the consumer reliant on Lynx to get through the average working day with the promise of a sexual experience with any woman that smells the Lynx fragrance.

The pose of the woman suggests a sexually innocent angel which is emphasised by the literal dressing of the model. When Bernay's discusses the unconscious mind and the unconscious sexual drive possessed by both male and female audiences, there is a suggestion of power over the opposite gender, creating a gender battle. Within this image, the female can be seen to have a power over the male audience by being the sole focus of a sexually promiscuous lifestyle which can only be achieved in the imagination. The light of the halo positioned over the lap is obvious in what is connotes and is neatly positioned next to the large deodorant can with the design that the consumer will see in store. The beams of light take the eye of the subject to the face of the young women which connotes innocence in her facial pose. All these elements of the advert create a scenario which becomes believable instantly because of the specific emotions it triggers in the target audiences mind.

By purchasing Lynx deoderant, Goldman wants the subject to purchase an unachievable creation of sexual experience with an angelic figure. We also see no unhappiness in this image, rather an opportunity for pleasure, BBH sells the product based on the words "Excite" and "Angels", the target audience for this image is not men, but rather young adults which are possibly 14-18. As an older audience would be slightly wise to the nature of pursuing women, the imagination of the younger male however is enhanced with a promise of promiscuity through the Lynx fragrance.

Sex is a well known selling technique in all industries, this brand is built on the promise that women will fall at your every command which BBH believe is every mans wish and dream. Using this confidence in the advertising campaign, Lynx can be confident that they will never over produce for the demand for the lifestyle.