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Culture Jamming
Monday 11th November
Throughout this project, we have focussed on the world wide issue of false advertising. From the products to the adverts themselves, they promise you an impossible dream that many consumers try to fulfil in an attempt to be "perfect". A website that we came across that shares similar thoughts to The Image Culture is www.adbusters.org; it is a website that turns Capitalism and consumerism on its head. In particular, it breaks the ideologies connected with fashion advertising and exposes the reality of the product to the everyday consumer. The images (right) are a few of those posted on Adbusters which they have manipulated to convey what they believe to be the true meanings of each advert:
‘Obsession’- Calvin Klein produces images advertising the ‘perfect’ model with a toned body wearing ‘fitted’ underwear emphasising the crotch. Adbusters portrays an image, which shows a lack of fulfilment by the consumer, playing on the word ‘obsession’- a range by Calvin Klein- suggesting the ‘obsession’ to look like the models. Kate Moss- A role model to many and an idol, world wide established model Kate Moss is a prime example of the commitment required to become a size 0 model. Adbusters plays on this with ‘feed me’, using an image where she looks emaciated and unwell-yet she is meant to be the example of the perfect model? Lack of identity- The obsession with following the latest trend and replicating the looks fresh off of the catwalk clone consumers into looking the same. Companies such as GAP that replicate this clothing at affordable prices, encourage people to become clones of each other and idolise such images from the catwalk to benefit their own capitalist greed. >>Follow the link below to view more images and articles representing false advertising. |