Women’s bodies are often dismembered or hacked apart in ads. When their bodies are separated into parts, women cease to be seen as whole persons. This continues the notion that a woman’s body is not linked to her mind soul, and emotions.
Rise of feminism in the 1960s/70s , advertisement highlighting equal rights, opportunities for success and empowerment but generally associated not with political change but with consumption
The direct relationship between product and human personality. Personal attributes become transferred to the product.
Product displayed in a social context, and functions as a ‘symbol of belonging’ to a particular group. Ads often focus on the primary activity rather than consumption style (eg. Entertaining, going out, holidaying, relaxing).
is the shift from the 1960s onwards from how advertisers targeted audiences as mass consumers to treating them as individuals through market segmentation. This was due to mass production creating an excess of goods that meant owning the same items as everyone else was not desirable anymore.
Ideas that ‘successful corporations must primarily produce brands, as opposed to products.’