Class readings this week revolved around advertising as both a technological effect and a cultural/social affect. The development of advertising cards, boards, electronic signs, and store windows paralleled technological advancements. New varieties in light, glass and photo/print production techniques allowed images to be produced and reproduce through new mediums. Glass displays “helped to demarcate more clearly the affluent from the poorer buying public”, as William Leach states. If you couldn’t afford to pay for a particular lifestyle; you watched “its” agent and products through the box storefronts, either through jealously or entertainment. This action is comparative to watching particular programs on television that creep into our inner consciousness and define our “being” through “having”.
Arguably the compulsory, visually heavy tactics of early advertisement schemes no longer operate as intended. We are a learned collective that enjoys the refined and modern products and their culturally associated lifestyles. Today’s novelty and iconic isn’t the “flashy” or phantasmagorical, it’s the polished and streamlined. .
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