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 advert I chose is: Chanel No. 5 Share The Fantasy
A perfect example of consumerist culture within advertising can be described in the advert 'Share The Fantasy' by Chanel. The advert is advertising perfume, however you can't really describe a perfume's scent or how it feels when you wear it through pictures or videos used in advertising. Therefore, the director of the advertisement has channeled his ideas towards how this perfume could make you feel, or what kind of person you could be after wearing such a fragrance.
From watching the video, you can quickly tell that it has been aimed at middle class females - partly due to the fact a woman is the main character used in the advert, but also because the brand Chanel is associated with women, particularly successful women.
In 'Ways Of Seeing', Berger states "The pursuit of individual happiness has been acknowledged as a universal right. Yet the existing social conditions make the individual feel powerless" (Ways of Seeing, 1972, p.148) which couldn't be more apparent, than in this particular advert. We feel that we have the right to be individual and happy, but really it's limited by existing social conditions. The woman in the advert seems content, successful and happy - this makes the woman viewing the advert obtain a feeling of jealousy towards this woman, and desire for the same happiness. However, this is limited by existing social conditions - most women watching the advert won't be successful enough already to live in luxury like the woman in the advert, but will then feel as though if they buy the perfume, they could feel as though they're living in some sort of luxury.
With the idea that we could actually obtain this perfume, it gives us hope that sometime in the future we will actually become this woman, like stated by Berger (Ways of Seeing, 1972, p.143) "The publicity image which is ephemeral uses only the future tense. With this you will become desirable".
Yet Berger also states "The interminable present of meaningless working hours is 'balanced' by a dreamt future in which imaginary activity replaces the passivity of the moment" (Ways of Seeing, 1972, p.149) which could translate that we feel as though we have earned our happiness through working. If the woman viewing the advert works hard by taking extra shifts, or working more when she gets home, she feels as though she is earning her living, and earning her way to happiness, which relates to how she would feel when watching how content and happy the woman in the advert seems as she lies there by her house and pool that she has "earned". If she buys into and wraps herself up in this consumerism, then she can feel content, and as though she has earned this happiness.
Yet, the idea that being wrapped up in this consumerism can also hide the global values and politics going on in the rest of the world - "Publicity helps to mask and compensate for all that is undemocratic within society. And it also masks what is happening in the rest of the world" (Ways of Seeing, 1972, p.149). The Chanel advert was created in the early 1980s, around the same time that the Falkland War was going on - the idea that adverts can mask reality and make you feel happy and content refers to this. The shadow of a plane flies over the swimming pool, which could relate to the planes used for combat during the war - a subtle and subconscious hint towards the reality of the world, yet the viewer is completely distracted from what's going on around her, and more interested in getting away to this paradise house and feeling fulfilled.
The idea of jetting off to paradise resembles a dream like state that the woman viewer will currently be in when watching the advert. Berger states "No two dreams are the same" (Ways of Seeing, 1972, p.149) which can easily be reflected upon in this advertisement. The advert itself is very dream like, with a mirage of a naked man in the swimming pool who disappears, and the colours of the footage itself also relates to dreaminess. "I will feel this way forever" says the woman in the advert, which relates to the idea that consumerism is eternal, and the woman will feel happy forever if she buys into the product, if she buys into consumerism.
