‘Advertisers seek only to ensurethat consumers make informedchoices.’ DiscussBut not the ‘only’ thing they doOvert manipulationDistortsArchetypal characters& scenariosTo evoke predictable responses
Slim
o/weightassoc. with
social failure& self-indulgence=
Effective
On average thinpeople in betterpaid jobs withbetter careerprospectsTo finddishesuncleanwhen theycome out
of dishwasher=
major lifecrisisneighbour& uncleankitchenfloorInducesus to feelbad aboutourselves
Discontent fuelsconsumerismAppeals to someimagined socialconsensus
‘basic’ or ‘shared’valuesWe allwant to
drive fastcarsAll desperateto keep upwith neighboursFashionconsciousfear ofbeingseen asout ofdateMyths created& sustained bymedia to sellproductse.g.that ‘housewives’paranoid aboutwhiteness of theirwash & cleanlinessof their kitchens
Prob.=antibacterial
prods=less effectivebacteria adapts+Childn’s immune
systems=vulnerableto bacteria theyhaven’t confrontede.g.≠in asthmaBrainstorming 49➃
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