ZUR 589o:
Cultural History of Advertising
Sivulka,“The Prosperous New Era”
Marchand,“The Great Parables”
Marchand,“Visual Clichés: Fantasies and Icons”
Marchand,“The Great Parables”
Parable:
the first impression
• scrutiny of others (extended to self-scrutiny)
• threat of failure to measure up
• need to “sell” oneself
Parable:
the democracy of goods
• goods can serve as a leveler (middle class can
purchase the same goods as upper-class)
• substitutes consumer equality for democratic
equality
• democracy = equal access to consumer goods
Parable:
the democracy of afflictions
• subset of “democracy of goods”
• health problems can affect everyone, from
wealthiest to poorest
Parable:
civilization redeemed
• progress viewed as an unquestioned
condition
• what problems arise (from technology) can
be solved by further advances in
technology
copy reads: If your highly active lifestyle leaves you feeling tired, you may need more water.
Crystal Light waters your body in sweet and tangy harmony.
parable:
the captivated child
• encourages manipulation (enticement) vs.
use of force
Visual Clichés:
fantasy of domain: the office
window
• “master of all he surveys”
• connotes power, dominance, prestige, success
Visual Clichés:
fantasy of domain:
the family circle
• soft focus
• conveys security and stability
• variations of seating reveal power dynamics
and gender roles
Visual Clichés:
the future
• bright light on horizon
• figures in ad face the light (vs. the viewer)
Visual Clichés:
the eternal village
• nostalgic images of the past
• small town as (perfected) microcosm of
larger society
Visual Clichés:
heroic proportions
• consumer goods depicted as
disproportionately large
• (don’t mistake objects in foreground as
heroic proportion)
Visual Clichés:
adoring throngs
• tiny human figures
• bandwagon appeal
Iconic Images:
in its presence
• small group clustered before commodity
• expresses awe and reverence
Iconic Images:
holy days, poignant moments
• associate product with positive feelings
inspired by (religious) holiday celebrations
or historic moments
Iconic Images:
radiant beams
• combines religious and secular meaning