Week IN # 4

I agree with the idea that advertisements manipulate minds. Many advertisements promote people to buy stuff that they really do not need. I don’t necessarily believe that advertisements make people want to run out to the store and buy the goods. I believe that instead it gets the person thinking about the product that they are interested in. Then that person goes around talking about it. Eventually, if the person comes across the product they will buy it. I think its also an interesting point that we buy stuff that we do not need. I feel that this is becoming part of the American culture. I believe this is part of “I need to have” idea. This is the idea that many Americans see something and need to have it. I have also been thinking about the celebrities playing a role in advertising. The more I think about it the more I realize that it does impact people to buy it. Just the other day I was talking to someone who said they made their mom buy a dress because Sarah Jessica Parker wore it on Sex in the City. It may not be directly though an advertisement, but it still occurs through mass media. When I played basketball in high school I knew a lot of people who would by specific basketball shoes because Shaq or Kobe were wearing them.
I have been thinking a lot lately about the idea of advertisers treating audience as a commodity. Being a graphic design student with a strong interest in print advertising I have mixed views. On the professional side of this I agree that advertisers need to treat customers as a commodity. When designing its important to think of the group that you are selling to as an object. It’s easier to give the group characteristics so that the advertisement is appropriate. Essentially it comes down to advertisers fitting over a group of people, which makes them at wanted good. In order for there to be that completion there needs to by that idea of commodity. On the other hand as a viewer, I do not necessarily like to be thought of as a commodity. I would rather walk down the street and see advertisements direct towards everyone. I don’t like having ads that are directed right at people my age or gender. I think in a way it takes away the personal characteristics of each of those members of that group. Because I am in twenty, a female, and white does not automatically mean that I am going to like a certain product. I don’t personally agree with the idea of treating audience as a commodity, but then again I feel it is important for the design aspects.
Are there many groups out there that use “cool hunters?” Also, for television shows for people in their 50s and 60s do they also use “culture spies?” How do they collect their information?
--Shira