Chapter 7

1. What is the commodity self and commodity culture? Find an example of the commodity self or commodity culture used in a movie, a television ad or an internet ad. Explain the commodity culture that the ad/movie targets.

Commodity self means a product can be trade bought and sold. Commodity culture argues society is in a way shaped by the resources, which in the case, commodities, that are available to us. We may think people select the merchandises, but in fact our identity is constructed in part by the limited selection of commodities around us. People start to identity

a person with the commodities one associate with. As a result, the real self of a person became irrelative defining a person.

http://art8amby.files.wordpress.com/2010/03/victorias-secret-online-ss-2010-alessandra-ambrosio-erin-heatherton-lindsay-ellingson-aminata-niaria-candice-swanepoel-and-rosie-huntington-whiteley.jpg

http://thataintkosher.files.wordpress.com/2010/06/victorias-secret.jpg

The two flyers above are Victoria’s Secret. Their advertising sells an idea of sexy. Thus when consumers wear their products, they could convey others they are sexy.

2. Market coolness? Fine an example of an ad that uses a counterculture or anti-consumerism to sell it’s product. Explain the approach of the example.

This condom advertisement is a nice idea that use of humor in advertising campaigns. It does not only get the attention of consumers, it also makes the product or service easier to recall or remember. This advertisement shows two firemen with a naked man are put out a fire. This humor advertisement is easier to catch peoples’ attention and let people want to know what this advertisement talks about. However, it is a metaphor to letting people knows calm down and “Don't be stupid, protect yourself. Use condoms.” Using firemen make of humor to get the attention of people and reach the market coolness.

3. What is an Anti-Ad? What is Culture Jamming? Find an example and explain the strategy of the ad.

ANTI-Ad refers to the practice of making spoofs or parodies of corporate and political advertisements . It may take the form of a new image or an alteration to an existing image, often in a satirical manner.

Culture jamming is an interesting mode of political communication that has emerged in response to the commercial separation of public life. Practitioners of culture jamming argue that saturated commercial environments have bent culture, politics, and social values from corporate logos on sports facilities, to tube content designed exclusively to deliver targeted audiences to producers and sponsors.

The text says:

“Every year 6 million animals are killed from cosmetic testing. Please refuse animal-tested products.”

There is mascara on the top of injector, humorously revealed the relationship between cosmetic and animal testing.

http://www.youtube.com/watch?v=jEpD4YOfz9I

KFC Anti-AD

It showed chicken were killed by KFC.