Sigmund Freud (1856-1939) - New theory of human nature
Psychoanalysis - Hidden primitive sexual forces and animal instincts which need controlling
The Interpretation of Dreams
(1899)
The Unconscious (1915)
The Ego and the Id (1923)
Beyond the Pleasure
Principle (1920)
Civilization & its Discontents
(1930)
(1930)
Fundamental tension
between civilization
and the individual
Human instincts
incompatible with the
well being of
community.
The Pleasure
Principle
Edward Bernays (1891-1995)
Press Agent
Employed by public
information during WW1
Post war- set up ‘The
Council on Public
Relations’
Birth of PR
Based on the ideas of
Freud (his uncle).
Crystallizing Public
Opinion (1923)
Propaganda (1928)
Fordism
Henry Ford (1863 –
1947)
Transposes Taylorism
to car factories of
Detroit
Fordism
Moving assembly line
Standard production
models built as they
move through the
factory
Requires large
investment, but
increases productivity
so much that relatively
high wages can be
paid, allowing the
workers to buy the
product they produce
The Model T Ford, 1908 - 1927
1910 – 20,000
produced, $850
1916 – 600,000,
$360
By 1927 – 15 million
manufactured, $290
Assembly time
reduced from 12.5 to
1.5 hours
Marketing hidden needs
Selling emotional
security
Selling reassurance of
worth
Selling ego-gratification
Selling Creative Outlets
Selling Love Objects
Selling sense of power
Selling a sense of roots
Selling immortality
Consumerism is an ideological project
We believe that through consumption our desires can be met
The Consumer Self
The legacy of Bernays / PR can be felt in all aspects of
C21st society
The conflicts between alternative models of social
organisation continue to this day.
To what extent are our lives ‘free’ under the Western
Consumerist system?
Title: Question or General Topic (What is the Relationship between the Consumer self and Branding?)
1) Introduction: Used in the 3rd person e.g - 'This essay is going to discuss...'
What are you going to explore? Why are you looking at this topic? How are you going to write about this topic? What are the theories and research you will use? Are there any specific artists, designers or art movement that you will explore? What is the structure of the essay? (Intro, Point, Explain, Link, Point, Explain, Link and so on) What do you plan to do in each section? (Brand Identity, Consumerism, Morals, Popular Brands etc.)
2) Section 1: Introduce main topic, consider defining key terms e.g Consumerism'
Give each section a clear subheading
What points are you making in each paragraph? Don't try to do too much in one paragraph - Keep every paragraph simple, concise and clear (say one thing). Find quotations or illustrations to back up what you are saying.
3) Section 2: Narrow down your topic further e.g 'Consumerism in Brand identity'
Relate your topics to your specialism. Can you introduce any theories? Gender, Designer, advertisements, logos, Sigmund Freud, Edmund Bernays etc.
4) Section 3: Consider looking at examples of specific artists, designers or films e.g 'Logorama'
Do they relate to the topic? Who/What are they influenced by? Possibly select images to look at in detail. Analyse the formal elements in each piece? How do they relate to the ideas, movements and theories discussed in section 1 and 2? Compare and construct the different pieces.
5) Conclusion: Remind the reader of your aims and objectives, do not introduce anything new at this point - 'The aim of this essay was to...'
What have you shown in this essay? Have you answered your initial questions? What have you discovered about your topic? Refer back to theories and examples you have looked at.
