Look at theorys 

New advert to change that

What role does advertising play in 21^st Century men’s lifestyle magazines?

Technique. 

Theres -

Manipulation, Persuasion,

Mine -

Informative,

Content. 

Theres -

Low, None,

Mine - 

Medium,

Communication -

Magazines, Mass media,

Research / Analysis -

Research into: Evolution. The normal content of a advert. Style of copy. Photography. Semiotics. Advertising methods and techniques. Needs of testing. Advertising needs / requirements. 

Exploration / Evaluation -

Semiotics. Layouts. Photography. Fonts. Colour. 

Testing -

Presenting to target audience. Producing mock magazines. The 'thick' page in magazine. Comparisons. 

"Advertising is the art of arresting the human intelligence just long enough to get money from it."
— Chuck Blore, a partner in the advertising firm Chuck Blore & Don Ruchman, Inc., quoted by Ben H. Bagdikian, The Media Monopoly, Sixth Edition, (Beacon Press, 2000), p.185.

Ever since mass media became mass media, companies have naturally used this means of communications to let a large number of people know about their products. There is nothing wrong with that, as it allows innovative ideas and concepts to be shared with others. However, as the years have progressed, the sophistication of advertising methods and techniques has advanced, enticing and shaping and even creating consumerism and needs where there has been none before, or turning luxuries into necessities. This section introduces some of the issues and concerns this raises.

-

"The appearance of advertisements with extremely altered models can create unrealistic expectations of appropriate body image. In one image, a model’s waist was slimmed so severely, her head appeared to be wider than her waist. We must stop exposing impressionable children and teenagers to advertisements portraying models with body types only attainable with the help of photo editing software."

— Barbara L. McAneny, Quoted by Michael Zang: American Medical Association Speaks Out Against Photoshopped Ad Photos, PetaPixel, June 24, 2011


-"Protected by the free speech provision of the First Amendment, corporations marshal huge public relations efforts on behalf of their agendas. In the United States the 170,000 public relations employees whose job it is to manipulate news, public opinion and public policy in the interests of their clients outnumber news reporters by 40,000. A study in 1990 discovered that almost 40 percent of the news content of a typical U.S. newspaper originates as public relations press releases, story memos, and suggestions. The Columbia Journalism Review reported that more than half the news stories in the Wall Street Journal are based solely on corporate press releases (cited in Korten 1995:146 [When Corporations Rule the World]). United States corporations spend almost half as much on advertising (approximately $120 per person) as the state spends on education ($207 per person)."

— Richard Robbins, Global Problems and the Culture of Capitalism, (Allyn and Bacon, 1999) p. 138


-In fact, “brand-sponsored content” as Steve Golin likes to call this, is as old as television. Today, many gripe that the World Wide Web is nothing but a World Wide Commercial for which securing eyeballs for advertisers is the first and last concern. Lest we forgot, TV was also invented to sell to us in the comfort of our home. Content has always been an after thought. At the dawn of TV, soap operas got their name from the soap that was hawked by the show’s sponsors, who exercised a good deal of control over the show’s themselves, (which existed merely to fill the space between commercials.)

— Erika Milvy, Advertainment’s New Frontier, AlterNet, June 25, 2001


-"Advertising [in oligopolistic markets] provides a way to protect or expand market share without engaging in profit-threatening price competition."

— Robert W. McChesney, Rich Media Poor Democracy; Communication Politics in Dubious Times, (University of Illinois Press, 1999), p.139


-


“Fashion,clothing, and dress are signifying practices, they are ways of generating meanings, which produce and reproduce those cultural groups along with their positions of relative power”
- (Barnard, 2002, p. 38).
Barnard, M. (2002). Fashion as communication. New York, NY: Routledge of theTaylor & Francis Group.


-


“the normative definitions of “right” and“wrong” within “its almost hidden and unspoken relation of power” ”(Shamsul & Fauzi, 2006, pp. 68-69).
-Shamsul, A. B., & Fauzi, M. (2006). Making sense of Malay sexuality: An
exploration. Sari, 24, 59-72.

Shamsul and Fauzi (2006) argue thatMalaysia is… a multi-ethnic postcolonial society in which the conception of sexuality and gender becomes heterogenized and automized intoethnic enclaves, which, in turn, invite contestation articulated, forinstance, in religious terms. With the co-existence of the practice and  enforcement of the modern constitution alongside religious laws, the individual and particular ethnic group experience different forms ofexternal control and internal form


-


The image of the community is purified of all that may convey a feeling of difference, let alone conflict, in who 'we' are. In this way the myth of community solidarity is a purification ritual . What is distinctive about this mythic sharing in communities is that people feel they belong to each other, and share together, because they are the same. The 'we' feeling, which expresses the desire to be similar, is a way for men to avoid the necessity of looking deeper into each other.

Richard Sennett, 'The myth o f purified community', The Uses o f Disorder:Personal Identity and City Style ( London: Faber & Faber,1 996), pp. 36, 39.


-


sheldon styker
other people exceotance is more important than your own



-

Soon after it launched in 2004, Nuts magazine became a phenomenon, selling more than 300,000 copies a week. Along with its rival Zoo, it created an entirely new magazine sector - the weekly lads’ mag, full of boobs, sporting trivia, gross-out pictures and terrible jokes.

In the last half of 2013 it sold 53,000 copies an issue, a drop of 33 percent year on year. It wouldn’t take that long at that rate of decline to get to 0.
http://www.buzzfeed.com/patricksmith/nuts-magazine-to-close-as-sales-drop-from-300000-to-50000-in#.dyzo1jZddPatrick Smith

BuzzFeed News Reporter
Posted on March 31, 2014, at 6:39 p.m.



-


"The view that they are sexist is often based on the observation that the magazines usually contain several pictures of women wearing clothes which are small, or not there at all, and in seductive poses ( but without 'showing everything' in the style of pornography)."
- (David Gauntlet, 2002, p. 173). 
Media, Gender and Identity: An Introduction
by Routledge 


-

Nuts - Kirsty Gallacher, Nuts June 2004

GQ - July 2014

GQ - August 2014 

Deconstruction 

Jacques Derridaborn Jackie Élie Derrida; July 15, 1930 – October 9, 2004) was a French philosopher, born in French Algeria. Derrida is best known for developing a form of semiotic analysis known as deconstruction. He is one of the major figures associated with post-structuralism and post-modern philosophy

Reynolds IEP.

Dichotomty

What is Deconstruction?

Dualistic oppositions and install a hierarchy that unfortunately privileges .

A type of hierarchy.

A mode of questioning these binary oppositions. Binary one or the other.

His theories were shown to students in art schools in the 70s+80s, he is part of the Structuralism Post- Structuralism movement

Language, English, history.

Relevant to British culture.

(Derreder's text are very difficult to read and hard to understand and this is done purposely so the reader can determine their own opinions on deconstruction theories)

Many post modern writers make their texts illusive so the audience can interpret their own texts.

Ellen Lupton

She explores the aspects of deconstruction and its impact on the G-design world

Cross references deconstruction with graphic design

She examines Derreder's works and simplifies them

"Deconstruction, like critical strategies based on Marxism, feminism, semiotics, and anthropology, focuses not on the themes and imagery of its objects but rather on the linguistic and institutional systems that frame the production of texts"

Deconstruction asks how representation inhabits reality

Pastiche

A pastiche is a work of visual art, literature, or music that imitates the style or character of the work of one or more other artists. Unlike parody, pastiche celebrates, rather than mocks, the work it imitates.

Modern form of culture that emerged in early 20th century

BEAST!

Building cash register New York world's fair

Rise of US consumerism

Consumerism and our unconscious desires

Sigemund Freud and Edmud Bernays

FILMS

Century of Self - Adam Curtis 2002
No Logo - Naomi Klein 1999
Sigmund Freud 1856 - 1939
Father of discipline known as psychoanalysis
Hidden or subconscious desires explain human nature
Animal instincts which need controlling
'civilisation and its discontents' 1930

"awareness of ourselves is just the tip of the ice berg"

ID EGO SUPEREGO

Tension between civilization and the individual 

Human instincts incompatible with community

for example:

"Desire to instantly have sex with anyone we find attractive"

"anyone who we consider a threat getting in between our goals we want to 'destroy'"

instinctual desires that never get acted upon

We are constantly frustrated and restrained

Anxieties

The pleasure principle 

Freud in contrast with WW1

'Nauseating celebration of WW1 at the moment' 

WW1 proved Freud's points and shown an example of how people wanted to behave

Base desires and motivations which associate our desires

Edward Bernays 

Created Public Relations

Employed by propaganda office during WW1

Attach a related meaning to products you can make people desire these or want them 

Make people feel that their instinctual desires are being met when buying things

Psychoanalytic desires - Public relations

Cigarettes companies - Lucky strike

Cigarette smoking for women was viewed negatively back in 1929

PR student on Easter day parade - torches of freedom (cigarettes)

Suffragette (feminist) example of freedom and power

Smoking become and icon for women to feel free and independent 

Those Suffragette women who smoked on Easter day parade became symbols to all women

This began an era of:

Product placement

Celebrity endorsements

Pseudo scientific reports

Bernays was the man who came up that doctors smoked cigarettes 

David Cameron trained as a PR guru

President Coolidge wanted to seem more desirable to the public

Henry Ford (1863-1947) - Fordism
At the same time, Henry Ford began creating Ford auto mobiles

Fordism is a term for production lines where people create small elements of a larger items. 

The logic of this method of production

Idea that the workers worked so hard creating Ford cars so they could eventually buy a Ford

1910- 20000 amount of cars price is $850

1916- 600000 $360

1927 15,000,000 $290

Product competition:
Aunt Jemimas pancake flower - Hence love or history etc

Hartley's jam 'The greatest name in jam making'

Emergence of contemporary advertising

Need culture moves into Desire culture

'Chanel'

'I shop therefore I am'

The Hidden persuaders Vance Packard

8 common techniques to create an irrational desire for their products:

1. Selling emotional security (also does this nowerdays)

1. Selling reassurance of worth

1. selling ego gratification

1. Creative outlets

1. Love objects

1. Sense of power

1. Sense of roots

1. Selling immortality 

Fridge Freezer causes you to waste more food than you use
knowledge and emotional security gained by knowing you have food at home

"blow in her face and she'll follow you anywhere"

'Torches of sexual oppression'

Bernays - Public opinion

"A new elite is needed to manage the bewildered herd"

Educated elite to manage the citizens 

Manufacturing consent

Create a system where people's desires are being met/satiated then people will feel as they have a place

Illusion of freedom

Deregulate markets - Allow big businesses to flourish.

Democratic society

Stop Shopping and start thinking g20

Russian revolution 
Communism 

Zaarist

Peace Land Bread 1917

Equal redistribution of wealth

A revolution could start in America and the elite's money could be seized

BLACK TUESDAY 

Biggest crash of capitalism in America. The Wall street crash

History of capitalism shows boom times and then crashes

Great Depression 

Joblessness

Transients

Political Class

Roosevelt and the New Deal 1933-36

Total control over individual influence

Futurama 

Giant PR exercise which was the NY world fair 1940

Pioneered by Bernays 

Comparing America and celebrating consumerism in relation to the rest of the world
Free citizen in America, can do things there which you cant do in RUSSIA
http://en.wikipedia.org/wiki/Futurama_(New_York_World's_Fair)

Futurama - A world where if people paid to contribute to, then this future world would exist

Freedom because you can buy products

Democracy city -

Consumer system expressed as a city

Doesn't represent citizen participation

Illusion of democracy

Becomes a consumerist society 

 The public is kept fooled into a meaningless life and kept subdued

"You are not what you own"
Ideological project

Through consumption our desires can be met

Consumer self

Politicians continue to be hand in hand with business

Free market

Status quo

The contrast of editorial (magazine's) content of the 21st century in relation to the content of magazines pre 21st century in relation to the first thing's first manifesto , focussing around advertisements and the capitalism society.

Old content to new content and how new magazines contain about 90% advertisements yet you have to pay for it.

GQ vs Edexcel?

Compare old to new?

Sources...
1) 
http://scholarworks.sjsu.edu/etd_theses/3852/
This quantitative study analyzed 1,358 male-only advertisements in five American magazines. GQ, Esquire, Playboy, Rolling Stone, and Sports Illustrated were analyzed from 2004 to 2009. Esquire (12%) had the lowest percentage of ethnic minority advertisements, followed by GQ (16%), Rolling Stone (30%), Playboy (32%), and Sports Illustrated (35%). However, Esquire (88%) and GQ (84%) had the highest percentages of Caucasian male models of the five magazines. Furthermore, Esquire (60%) and GQ (47%) had the highest percentages of expensive product advertisements, while GQ (7%) also had the least expensive. GQ (630) and Esquire (397) had the most male-only advertisements of the five magazines. In contrast, Playboy (59) had the lowest number of male-only advertisements. This study showed that ethnic minorities continue to be underrepresented as male models in print advertisements.

2)
http://thefutureofpublishing.com/industries/the-future-of-magazines/

Post modern identity - Marriage, church, work, etc...
Modern identity -
Post modern identity -

The 'mask' of fashion.

* Class
* Nationality
* Race / Ethnicity. - 'Otherness'
* Gender & Sexuality. - 'Otherness'

Alexander McQueen, highland rape.

La Garconne - Female boy.

Women that sleep around - Promiscuous and bad.