Postman Chapter 9 and Metaphors

March 25, 2010 Aboyd20

Metaphors allow students to connect not only definitions but the thoughts that definitions and meanings imply as well. When teaching metaphors in a classroom I hope to examine why it may be necessary to use metaphors as opposed to JUST learning the definition, as well as having students create their own. Also, I feel as if providing a strict “this is the definition, and don’t stray from it” will stifle the student’s creativity and restrict their personal thoughts. This goes not only for metaphors, but for any literary or non-literary element when the students are only provided the definition of a word.

The metaphor which I am focusing on is a quote by Jean Kilbourne: “ Advertisers are America’s real pornographers.” I think this identifies advertisers as those who create things which appeal to our underlying thoughts. This commercial from the 2010 super bowl provides an excellent example.

Advertisers say and try to send messages via means of communication such as commercials that are true; yet, some of the items addressed may not be brought up in everyday conversation. (Also, in connecting this post to my group’s media/visual literacy project on infomercials.) I found that most advertisers use one of three approaches when forming an ad: the bandwagon appeal, celebrity testimony, and the association principle. These three strategies involve demonstrating that everyone is buying the product so you should too, a celebrity has used this product and look how great it worked for them, or showing how this product could be associated with ideals like wealth, success, or beauty.

This means that we as consumers have to be aware of the strategies and combat them if necessary or embrace them as needed. Yet, in referring back to Kilbourne’s quote, advertisers are trying to appeal to senses that we may not want to acknowledge or feel that we should acknowledge. Although pornography is quite an abrasive comparison, it isn’t entirely incorrect. For example, what if a young couple is watching television one night a commercial for the new Toyota Four-Runner appears. The young girl knows they have too much debt, and not to mention a huge mortgage payment as well. Yet, the newness of the car and the way the ad makes the car appear as being a symbol of success and achievement, makes the young girl want the car even more. She has fallen into the association principle “trap” of advertising. This scenario also brings about the negative consequences advertisements have on society. They force us, as a culture, to want and need more and more! Advertisers play the media to their advantage and present the consumers with goods that we may or may not NEED.

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