|
|
|
|
|
The growth of the ‘consumer culture’ has enriched our lives.
|
|
|
Consumer culture has definitely not enriched our lives in the society we live in. This dangerous culture is driven by fabricated promotional material that deceives in order to sell. Trends in popular culture, especially in the music industry have influenced our youth, and the pursuit of ‘happiness’ has driven us to buy new yet unnecessary novelties. This aspect of living does not enrich our lives, but subjects it to more stress, chaos and dependence on money. In my argument, I will examine how Fisher & Paykal have exploited television to enhance the image of their new line of fridges. We will see from the multimedia cdrom Real Wild Child, the origins of the consumerist lifestyle in Australia and what effects it has had on our society, as well as examining a more contemporary view of the issue, from the economist Ross Gittins in his article “Why happiness won’t last” (Sept 02 ‘The Age’). If getting deceived is your favourite style of ‘life enrichment’, perhaps you should watch Fisher & Paykal’s ad for their ‘Active Smart’ refrigerator. It is an example of material which seeks to persuade the consumer into purchasing a product. Two executives seductively dance in front of an open refrigerator as a child emerges towards the end of the clip. This shows us that Fisher and Paykal have targeted middle aged families who belong to an affluent sector of society. The scene is dark and mysterious except for bright, white light that is emitting from the fridge. This contrast captures the viewer’s attention and focuses it on the fridge where there is a sense of power, awe and almost divinity. There is no sound in the ad, apart from the soothing tune of ‘Bolero’. The music combined with the seductive motions of the characters, sets an exciting, joyous and sophisticated mood to the advertisement. The creators of this ad want the audience to think that these qualities can be in your lifestyle by simply owning the fridge.
|
|
|
|
Still Can't Find What Your Looking For? Then Try a Essay Search!
|
