Cosmetics' Advertising: Take a Contemporary Cultural Phenomenon and Discuss in Relation to Adorno and Horkheimer's Theories on Mass Culture and Entertainment.
Q: Take a contemporary cultural phenomenon and discuss in relation to Adorno and Horkheimer's theories on mass culture and entertainment.
INTRODUCTION
In today's fast-paced world, the society is in a constant state of flux, with personal and interpersonal contact being extruded in favour of mediated forms of communication. The mass media are fundamental for dissemination of both mass and popular culture, which, in the simplest terms, refers to the artifacts, entertainment, beliefs and values shared by the large social groups.
There are many theories and opinions on mass culture and its effect on the society, however, one of the most powerful theories has been developed by members of the ‘Frankfurt School’. The key members, German philosophers Theodor Adorno and Max Horkheimer, established a critical social theory of the importance of mass culture in terms of social reproduction and its effect on society.
Adorno and Horkheimer argued that capitalism constantly lavishes society with products of a mass culture and as a result eliminates the independent and critical thought. They believed that the culture industry holds a control over society and manipulates the artistic expression. Furthermore, their critique of culture industry emphasized the role it plays in portrayal of contemporary society. In their view, mass culture acts as a significant agent of socialization and therefore affects the society on a massive scale.
This essay focuses specifically on the gender role in cosmetics advertising in relation to Adorno and Horkheimer's theories on mass culture and entertainment. It will study the way the gender stereotypes are used to manipulate the potential consumers and how they form and alter society’s opinions and general view of the world. Moreover, it will look on the role of commercialism and society’s consumption based on what is presented to them through advertising, examining cosmetics advertising sector in particular.
INTRODUCTION
In today's fast-paced world, the society is in a constant state of flux, with personal and interpersonal contact being extruded in favour of mediated forms of communication. The mass media are fundamental for dissemination of both mass and popular culture, which, in the simplest terms, refers to the artifacts, entertainment, beliefs and values shared by the large social groups.
There are many theories and opinions on mass culture and its effect on the society, however, one of the most powerful theories has been developed by members of the ‘Frankfurt School’. The key members, German philosophers Theodor Adorno and Max Horkheimer, established a critical social theory of the importance of mass culture in terms of social reproduction and its effect on society.
Adorno and Horkheimer argued that capitalism constantly lavishes society with products of a mass culture and as a result eliminates the independent and critical thought. They believed that the culture industry holds a control over society and manipulates the artistic expression. Furthermore, their critique of culture industry emphasized the role it plays in portrayal of contemporary society. In their view, mass culture acts as a significant agent of socialization and therefore affects the society on a massive scale.
This essay focuses specifically on the gender role in cosmetics advertising in relation to Adorno and Horkheimer's theories on mass culture and entertainment. It will study the way the gender stereotypes are used to manipulate the potential consumers and how they form and alter society’s opinions and general view of the world. Moreover, it will look on the role of commercialism and society’s consumption based on what is presented to them through advertising, examining cosmetics advertising sector in particular.
References: Figure 1: Women of Worth. L 'Oréal Paris, 2010.[pic] Fashion Albedo [Online]. Available from: http://www.fashionalbedo.com/2010/11/new-york-because-theyre-worth-it.html [Accessed 3 April 2012]. Figure 2: Even Angels Will Fall. Lynx (Axe),2000.[pic] Remnant of Giants [Online]. Available from: http://remnantofgiants.wordpress.com/2011/02/21/330/ [Accessed 4 April 2012]. ----------------------- Figure 1: L 'Oréal Ad "Women of Worth" Figure 2: Lynx Ad "Even Angels Will Fall"