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It Will Explore The Role The Media Have On Our Perceptions Of The Self In ...

It will explore the role the media have on our perceptions of the self in society, examining the ways in which film and television force us to judge ourselves so harshly that we feel the need to attain physical perfection through what are at times some very extreme measures.
Advertising: Selling a New and 'Better' Self
Advertising is ubiquitous in our society, and its impact on us is undisputed. There are obvious sources of advertising, such as the commercials we are subjected to during television breaks, or in print advertisements for upcoming films. There are also less obvious ways in which advertisements seep into our consciousness, through product placements in both television shows and movies. Bell Hooks has commented that "the worlds of cinema, TV, and magazines do constitute something real in people's everyday lives. Mass media representations also shape self and identity for many young people" (826). The goal of advertising is to sell products, and this is what we have come to expect. However, sometimes we come upon advertisements that have no specific "product" to sell. In addition, instead of seeing beautifully dressed models, we see people who look just like us or our family members. These advertisements are subtle, but equally effective. We do not see a product, but we are given a message. The message is always one that will appeal to us. In addition, there is always the inclusion of a name brand.
More important is what is implicit in all of this advertising: the fact that we are never 'good' enough, that there is always some form of improvement we can be making on ourselves. Take, for example, the popular and ubiquitous Nike brand, for which we find endless advertisements in both film and on television. Every image, every word, and every second of Nike commercials have been carefully engineered to elicit a certain response. Even though the commercials themselves may last as little as twenty seconds, the impressions they leave upon viewers are much more permanent. According to Goldman and Papson, "Nike's advertising builds on the globalization of sports culture, at the same time that it contributes to the globalization of commodity culture" (1998:4). Their advertisements sell a lifestyle, and along with it, the products that bear the Nike brand. Implicit throughout the ads, however, is the message that we, as individuals, are somehow lacking.

Take, for example, a recent advertisement put out by Nike. This ad contained explicit messages as well as subliminal suggestions that will appeal primarily to women. The primary message is that Nike is committed to the empowerment of women. However, there are no "women" in the ad itself. Rather, what we see is a series of young girls.

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