BBC Documentary- The Century of the Self
This documentary discussed the historic reasoning to persusive advertising through the roots of Freud’s studies. It depicts how the media has the ability to tap into our subconscious and create desires into needs. Freud also discussed how information can drive behavior. The main focus of the documentary was the experiment on how to get women during this time-1920’s, to start smoking. During this period it was unexceptable for women to smoke whatsoever. The experiment was to challenge men and women smoking cigarettes would challenge male power. It started at the Easter parade where young, debutant women were smoking cigarettes in public-they were smoking “torches of freedom.” This portrayed the message that if women smoke they have more power and independence.
The hole purpose of this experiment was not really to create smokers for life, it was actually to show how any product, irrelevent objects can become something to consume; something that consumers will spend money on. Cigarettes is something you do not need but you want it, and it makes you feel better about yourself because you feel better about yourself when you have more power and gain independence. This experiment not only was successful but it shifted how Americans think and consume.
Before this persuasive approach and this shift in consumerism advertisers used to promote their products in functional terms and durability. Now advertisers are trying to overshadow needs with desires. Now Ameirca is no longer conforming to socially acceptable behavior- now they want to express thier individuality with their attire, behavior and possessions. Advertisers have transformed the key to economic progress from citizenship to consumerism.
A major problem that most people overlooked is that conusmers can not spend money that they do not have, and that is what they were predominantly doing- conucming wants and needs. This lead to the largest stock market crash in history. Not only did this effect the United States, it affected countries worldwide as well. Bernys had concluded that free market system was too unstable and people went consumer crazy. He stated that is was impossible for people to truly express themselves because it was too dangerous. Clearly, this documentary explained how humans are easily influenced by our subconscious minds through power, persusion, wealth and desires.
The main aspect of this documentary that struck me is that media persuasivesness still happens today. For exaample the tobacco industry knows that tobacco is a leading risk to lung cancer and other illnesses. They continue to sell their products to conusmers because they have them addicted. Most advertisers say that tobacco ads in stores are displayed at eye level for children. Also the camel cigarettes have cartoon like figures which make the ad subconsciously apppealing to children. Therefore, the advertises are tryring to get tobacco users hooked at a young age even though it is unethical. The persuasive and appealing affect works today just as it did back then
