2014-08-02

Gender Ads


In the same way that the natural tendency of capitalism is to imperialism and war, the information in this power system tends to be more and more propaganda, up to the extreme of the war propaganda. Given this approach, to know how advertising --a particular form of propaganda-- functions, provides effective tools to question the capitalist system as a whole.

One of the strategies used by advertising is partiality: it presents only a portion of reality which, using subtle techniques, is passed off as being almost the totality. The advertisement creates the illusion that the part represents the whole reality, or at least, that this part is particularly qualified to represent the whole. In other words, the capitalist induces the consumer to believe that this fragment symbolizes in a privileged way the reality, or at least the consumer's reality. We can
relatively easily confirm this hypothesis of partiality in advertising by confronting different, or even better, opposed partialities, showing in this way that they actually could be complementary. That reality is in fact made of the integration of fragments rather than of exclusion or opposition. But this détournement also reveals the degree of distortion of reality that the system foments.  

Image after Osborne's [ua-fu/fd] and Milka's [ua-fu/fd] advertisements.