Key points in the theory
=> Advertising Neglects
our genuine needs and creates false
needs or desires . Human life is
constructed around this desire and it never be satisfied
=> Enjoyment
always constitutes the kernel of the promise entailed in
advertisements. there is no point in
referring this desire to a notion of a
prior or superior need.
=> That mean advertising
articulates social fantacy around the product
Lacanian definition of fantasy not only
as
a screen which promises to fill the
lack in the Other, but also as what 'produces'
this lack, what stages a domesticated
scenario of castration.
=> Advertising
is a symptom of our cultures.
Advertising is the element which
holds together three rings- economy
(capitalist market economy), subjective
desire (a particular social
administration of desire) and power (a particular
power regime)
TAG Body Spray
An example of how advertising gives the customer a false idea of reality
A group of female
volleyball players are seen jumping on, attacking, and pulling at a
man on the ground. The caption and writing in the advertisement
states:
WARNING: The makers of Tag body spray will not be responsible for any girl-on-girl-on-girl-on-girl-on-girl-on-girl-on-guy action that may occur
The girls jumping on the man in the
shot is trying to show how desirable the man becomes when wearing
this body spray. So desirable, that an entire woman's volleyball team
has targeted and attacked a man wearing it. The girls are ripping the
man's shirt off and the man is clearly attempting to get away but the
women are not letting him. Tag body spray is showing that this is
what would happen if someone wore their product
All feature beautiful girls, in skimpy
clothing, which give the customer a false idea of reality in regard
to what they are actually buying
