Discuss the view that contemporary advertising invites us to consume the representation not the product
“Discuss the view that contemporary advertising invites us to consume the representation not the product” With in this essay I want to try to look at the ways in which advertising in our modern day society makes us unconsciously consume what the product means rather than the bare elements of the product itself. I think that it is important to look at what representation itself means. Representation itself is an association with meaning and language and how if you put these elements together we get representation of our culture. Stuart Hall explains that: “Representation is a practice, a kind of `work`, which uses material objects and effects. But the meaning depends, not on the material quality of the sign, but on its symbolic function. ... In language, as a sign and convey meaning- or as the constructionists say signify” (Hall, 1997,26) If we look at Halls theory in relation to representation in advertising it can be applied by saying that advertising invites us to consume goods in a way that are usually connected with competitive signs, as status symbols. ... We as a society consume the products that are offered to us through our fantasies, aspirations, pleasures and desires to better ourselves in the contemporary society in which we live. It’s the lifestyle that the product surrounds and what it means to us individually. ... We consume a product, which creates our identity, and because we like the representation it signifies. The way, in which advertising makes us want to consume their representation, also mentioned before is about being a particular person in society. Advertising persuades us to think that our lives are not whole and question our identities. ... “The emphasis on representation and the key role of culture in the production of meaning permeating all social relations thus leads to a concern with identification. ... (Woodward, date: 14) We as individuals wish to be attractive, so to consume a particular products such as perfume, make-up, deodorant, and after-shave. All of these things make us feel better about ourselves. ... Pictures of women’s bodies are often used to attract attention to a product, so the product is desired because of what it represents. Another way in which to look at the issues of consuming representation is through the ways we wish to be as good as others. ... Our natural envy, suggesting that we may not be happy until we have got what our friends has got. So to give ourselves identity we consume through the consumption of an image. The way in which adverts work is to sell an image rather than the actual product. The image of an advert is to provide an important iconic representation of both the product and what the product should stand for. This can be seen in most adverts that by typically using an iconic image of the product to identify it, - the product has personality and representation. In relation to how adverts actually invite use to consume a particular representation it’s important to analyse how this is done. Judith Williamson talks of decoding advertisements, as Hall talks representation is a language to be decoded.