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Critique of the society

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Sunanda K. Chavan
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Critique of the society - November 1st, 2010

Critique of the society: Jean Kilbourne
She was a writer writing mainly about alcohol, tobacco and women
As per her, the average citizen of a metro gets about 800 ads in one day, but remarkably, most of us believe that we are NOT influenced by the ads.
Some of her important books are “Killing US Softly”, “Pack of Lies”, “Sleek Hopes”, “Cant Buy My Love”

Writes mainly about the social implications of advertising
Compares between women’s state of mind and the product advt. specially alcohol and cigarettes
Advertising encourages us to develop relationship with the products
Advertisers believe that “Reach the right bird and the whole flock will follow”
Women’s magazines are ridiculous as they talk about breast cancer and leukemia and how to fight it with a positive attitude and in the same magazine, they put cigarette ad

Some important chapters from her books are titled as “We are the product”, “Advertising is our environment”, “The corruption of relationships”, “Falling in love with food”, “Cutting girls to size”, ”Alcohol and Rebellion”, etc.
We substitute things for people-we mirror behavior of addict-dooming ourselves to return unsatiated to the ice cream or lipsticks or puffs

The next glass of wine can never love us back like a person does, but with time, it becomes the focus of our emotions
Advertising of alcohol and tobacco entice teenage consumers to take the first experience in a lifelong relationship
We are at the risk of toxic cultural environment, women and girls are more at risk
Psychology of women is so deeply rooted in relation with others, or promise of relation with products that this fact is exploited throughout woman’s life by the advertisers

Most ads aimed at women offer comfort, power and gratification-feelings that most women don’t experience in day-to-day life
Cigarette ads are aware that women use smoking as a way to regulate other moods, for eg, a Marlboro ad features a worried looking baby saying, ”Before you scold me mom…maybe you better light up a Marlboro”.

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