John Kenneth Galbraith: Galbraith argues that seeking a higher standard of living is a fundamental component of American ideology.
Why is such an ideology necessary for advertising to “work”?
What kinds of possessions do you think currently symbolize achieving a high standard of living or “the good life”?
Can you think of ads that embody these ideas or model examples of “the good life” in order to sell expensive goods? To sell inexpensive goods?
Read the Fiske article, and take a trip to La Palmera. Answer one of the following on your notecard.
Do you think that there is a hierarchy to the types of stores along the class lines of products and customers as discussed by Fiske on pages 324-326? Give examples.
Fiske says that style works to identify group membership (to relate to the social order) and tastes works within style to differentiate and construct the individual. Look around at your fellow shoppers at the mall. Can you identify different styles of clothing that identify group membership? What types of clothing make up the styles? In what ways are individuality expressed within these styles?