Theory in Culture: Toward a Psychoanalytic Criticism of Advertising

123 Pages·2015·0.85 MB·English

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6-9-2006
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Robin L. Bellinson
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Bellinson, Robin L., "Theory in Culture: Toward a Psychoanalytic Criticism of Advertising." Thesis, Georgia
State University, 2006.
doi: https://doi.org/10.57709/1059460
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THEORY IN CULTURE:
TOWARD A PSYCHOANALYTIC CRITICISM OF ADVERTISING

by

ROBIN L. BELLINSON

Under the Direction of Calvin Thomas, Ph.D.

ABSTRACT

The role of advertising in postmodern culture is far more than an impetus to capitalist
economy; from its first full flowering in the 1920s, it has addressed its human subjects in
ways that exceed considerations of monetary exchange. Advertising has come not only to sell
people what they desire (cid:150) it has also materially changed their desire, and thus the people
themselves in the process. Certainly (cid:145)individuals(cid:146) have become (cid:145)consumers(cid:146) (cid:150) but the
problem is greater than this. Advertising, with its undeniable aspects of fantasy, often stands
in complete opposition to critical thinking. This examination explores advertising(cid:146)s effects on
the individual through the critical lenses of ideology and psychoanalysis, concluding that
although ideology is a relevant methodology, it remains incomplete. Psychoanalytic theory,
on the other hand, provides multiple avenues of interpreting how advertising addresses both
the conscious and the unconscious mind, and offers a potential methodology for personal
resistance and social change.

INDEX WORDS: Advertising, critical theory, psychoanalytic theory, Marxist theory,
ideology, Master(cid:146)s thesis, Georgia State University, Robin L. Bellinson
THEORY IN CULTURE:
TOWARD A PSYCHOANALYTIC CRITICISM OF ADVERTISING

by

ROBIN L. BELLINSON

A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of
Master of Arts
in the College of Arts and Sciences
Georgia State University

2006
Copyright by
Robin L. Bellinson
2006
THEORY IN CULTURE:
TOWARD A PSYCHOANALYTIC CRITICISM OF ADVERTISING

by

ROBIN L. BELLINSON

Major Professor: Calvin Thomas
Committee: Nancy Chase
Christopher Kocela

Electronic Version Approved:

Office of Graduate Studies
College of Arts and Sciences
Georgia State University
May 2006
iv

I dedicate this work to Bert Bellinson, my lifetime partner and best friend,
and to my son Michael Tonne Bellinson;
my success would not have been possible without the one,
nor as sweet without the other.
v
ACKNOWLEDGEMENTS

It is with great pleasure that I acknowledge the invaluable support, guidance, and
friendship of Dr. Calvin Thomas, whose invitation to study at Georgia State University
initiated a new and exciting direction for my life and work.
I would also like to express my appreciation for the intellectual support and
friendship of Dr. Beth Burmester, who has proved to be both an outstanding academic
mentor and an empathetic sounding board.
Thanks also go to my distinguished thesis readers and professors: Dr. Nancy Chase,
Dr. Christopher Kocela, and Dr. Paul Voss. The intellectual example they have set has been
definitive in my own development.
Finally, I offer a warm note of thanks to Laura F. Willard for her careful reading and
invaluable questioning of my theories and text.
The specific advertising material referenced in this thesis is the sole property of its
respective corporate owners, including all creative examples of print and television
advertising, slogans, logos, and trademarks. In the accepted practice of scholarly critique of
advertising artifacts, no permissions have been secured or sought.
vi

TABLE OF CONTENTS

ACKNOWLEDGEMENTS(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133).. v

LIST OF FIGURES(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133).. vii

CHAPTER :

1: INTRODUCTION(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133).. 1

2: FOUNDATIONAL CONCEPTS OF MASS CULTURE(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133).. 17

3: FOUNDATIONAL CONCEPTS OF PSYCHOANALYTIC THEORY(cid:133)(cid:133).. 32

4: IDEOLOGY AND PSYCHOANALYTIC THEORIES IN
AUTOMOBILE ADVERTISING(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133).. 50

5: FREUDIAN DREAM THEORY IN A PRINT
ADVERTISING CAMPAIGN(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)... 69

6: TOWARD A PSYCHOANALYTIC CRITICISM OF ADVERTISING(cid:133)(cid:133)... 88

WORKS CITED(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133).(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133). 104

APPENDIX:

FERDINAND DE SAUSSURE AND STRUCTURAL LINGUISTICS(cid:133)(cid:133)... 111
vii
LIST OF FIGURES

FIGURE

4.1: Saab Commercial (cid:147)Lost,(cid:148) McMansionville(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)... 57

4.2: Saab Commercial (cid:147)Lost,(cid:148) Cubicle Farm(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)..(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133).. 58

4.3: Saab Commercial (cid:147)Lost,(cid:148) Baggage Claim(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133). 59

4.4: Saab Commercial (cid:147)Lost,(cid:148) Fashion(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133). 60

4.5: Saab Commercial (cid:147)Lost,(cid:148) Parking Deck(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133) 61

4.6: Saab Commercial (cid:147)Lost,(cid:148) I(cid:146)m Free(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133) 61

5.1: Acqua di Gio Ad Campaign, Plate 1, (cid:147)A Desire(cid:148)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)... 77

5.2: Acqua di Gio Ad Campaign, Plate 2, (cid:147)A Feeling(cid:148)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133). 78

5.3: Acqua di Gio Ad Campaign, Plate 3, (cid:147)A Provocation(cid:148)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133).. 79

5.4: Acqua di Gio Ad Campaign, Plate 4, (cid:147)Acqua di Gio(cid:148)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133)(cid:133) 80
1
CHAPTER 1: INTRODUCTION
To consume in America is not to buy, it is to dream.
--Don DeLillo, Americana

This work is about advertising and the pursuit of a certain kind of truth (although
there is very rarely such a thing as (cid:147)truth in advertising(cid:148)). This truth I seek is more like a
Nietzschean unconditional will to truth in both the senses he explains (cid:150) (cid:147)the will not to allow
oneself to be deceived(cid:148) as well as (cid:147)the will not to deceive(cid:148) (Nietzsche 344). For advertising
is, above all, a great deceiver as well as a great communicator (cid:150) and like all deceivers will
edit, eclipse, and enshadow as it explicates, reveals, and enlightens. In seeking to focus a
critical light on advertising, it is indeed possible both to be deceived and to deceive (cid:150) and
even noted scholars of advertising fall prey to this possibility even as they attempt to lay its
meanings bare.
Advertising has become so much a part of the American landscape people barely
notice its ubiquity; although ads sometimes succeed in grabbing attention, they are more
often consciously ignored. As of the recent turn of the century, twelve billion display ads,
three million radio commercials, and 200,000 television commercials reached American
consumers per day (Flood 20). Further, when taking into account the co-opting of private
spaces by advertising (cid:150) the stitched and screen-printed brand logos on clothing, the gleaming
chrome marques on automobiles, and the innumerable informal posters that litter the urban
environment, for example (cid:150) most Americans are exposed to 3,000 individual ad messages per
day (Twitchell 2). Elaine Scarry notes, (cid:147)(cid:133)advertisements have a complexity and density of