Kevin post 1

Part I
A1
1. This famous almost controversial ad released by Carl’s Jr. features the heiress, Paris Hilton, wearing an all too revealing bathing suit, washing a hundred thousand dollar Bentley, and devouring a delicious burger from the food chain all at the same time. We are a culture where sex sells and who better to have featured than one of the largest sex symbols of our time. Teenage girls want to be her; teenage boys want to be on her. Simply put, Carl’s Jr. attempts to boost their sales using sex and expensive automobiles. They wish to promote that if you eat at Carl’s Jr. you’ll get the girl and the car. Who doesn't want that??

2. Macdonald’s – “i’m lovin’ it”

The Mcdonald’s trademarked slogan, featured on billboards, television, and every cup, sandwich wrapper, and to-go bag distributed by the company, implies that upon trying their food one will fall in love with the product just as the slogan suggests. Mcdonald’s has even attempted to globalize their product with franchises in over sixty countries while translating their famous slogan in just as many languages.

http://www.mcdonalds.com/

3. AXE BODYSPRAY- Beware of the Axe Effect: The AXE Effect may result in, but is not limited to, unrelenting female attraction and/or late nights.”

AXE BODYSPRAY, now with added “BomChickaWahwah,” promotes that the use of their product by a male will cause women to throw themselves upon said male. Once again in a culture where sex sells, AXE appeals to those males who wish to have women thrust upon them simply by using the product despite what they may look like or how they may act. AXE has even gone so far as expanding their product line to deodorant sticks as well as shower gels.

http://www.theaxeeffect.com/

4. Victoria’s Secret

Victoria’s Secret uses visual images of sex to promote their product line of women’s “unmentionables” all the while attempting to define how women “should” look in our modern culture. Essentially, the company implies that buying their product will improve how one feels about themselves while improving their appearance. The fact that the model seems to be pointing at the viewer implies that even you can look this way.

5. Hummer- “Like Nothing Else”

Hummer’s slogan promotes its small line of top end, pricey SUV’s. The slogan suggests that Hummer vehicles are simply unique. The vehicle itself, the feeling one gets while driving, and the social stature that comes with the vehicle are all “Like Nothing Else.” When you buy a Hummer, you’re not just buying the car; you’re buying a way of life. At least that’s what the company is attempting to make you believe.

http://www.hummer.com/

A2
In the Carl’s Jr. advertisement featuring the all too famous Paris Hilton, Paris is holding a Carl’s Jr. burger while wearing a skimpy bathing suit. Paris acts as the “signifier” in this photo, and when combined with the “signified” idea or concept of sexiness and wealth that stem from the sex idol as well as the Bentley in the background simultaneously creates the overall sign that eating at Carl’s Jr. brings one women and expensive cars to have at his disposal. This, of course, appeals to our materialistic desires to have expensive things and the best looking women.

In the AXE Effect advertisement, the “signifier” is the product whether it is the body spray or the shower gel, which supplemented with the “signified” idea of sex create once again the idea that using their product will result in unrelenting female attraction. AXE uses average looking men that are assumed to have trouble with the other sex. However, after using the AXE product these men have beautiful women draped all over them. The AXE Company endorses this idea strongly to appeal to all men. It appeals to our natural desire to attract persons of the other sex.

A3
As I walk to class every Monday, Wednesday, and Friday in the Bush Building, I happen to pass by the bronze statue of Benjamin Franklin reading what I believe is the Declaration of Independence. This statue is considered “high” art because it appeals to the well educated and is a symbol of American tradition. The statue of Franklin suggests a certain level of intelligence as those who have studied his life works know that he was no simpleton. The presence of the statue thus inspires those to become scholarly just as Franklin was.

However, the movie poster for the movie “Wedding Crashers” located in the Cornell Campus Center is considered “low” art as it is a advertisement for a comedy meant solely for our entertainment. Thus this poster is a mass produced art that appeals to a widespread culture. Furthermore, It does not require even the slightest sense of any level of education in order to be understood and provides no type of educational value. It is simply meant for our enjoyment.

Part II

In my opinion, I believe our modern, contemporary society has no true form of “oppressive” mass media. Despite political commercials endorsing a political candidate or those endorsing some bill that needs to be passed, the mass media contains no true forms of propaganda. I believe to have such propaganda the government must be in control of all components of mass media. Otherwise, I may be a little too optimistic in saying this, but I believe mass media to be democratic. I understand that media can be bias and thus twisted; nonetheless, mass media promotes an open flow of information and exchange of ideas through various mediums. One prime example is the Internet. These days, any John or Jane Doe can have his or her own webpage or communicate globally through web blogs and online chat rooms. The internet is a medium that creates endless opportunities for one to get their opinion across nations through a simple click of a button. Additionally, through digital media it is possible for ordinary, everyday citizens to express themselves more freely and define themselves rather than be subjected by mass media. Thus this new communication revolution has fostered a global media village facilitating a democratic mass media.