Analysis of Advertising and Consumerism in Contemporary Society

Selected Topic: The Relationship between Advertising, Consumerism, and Personal Identity

 For this assignment you will write an essay that critically analyses one topic of your choice from the following list: 1. Billig argues that “In consumer capitalism people’s sense of personal identity is bound up with the regular acquisition of material possessions”. Giving an example of one single product of your choice, discuss how it signifies personal identities through the ideology of consumerism and commodity fetishism. (Readings from week 6) 2. Fisher argues that “the current moment is in the grip of a formal nostalgia”. Discuss how a brand of your choice might be drawing on this sense of “formal nostalgia” in its advertising. (Readings from week 8) 3. Han argues that “Neoliberalism makes citizens into consumers”. Discuss how advertising for a political campaign of your choice might exhibit this blurring of boundaries. (Readings from week 9) Your analysis should incorporate a small number of examples of advertising media that you have selected to illustrate your points. These examples should be discussed fully in a way that demonstrates your own critical perspective, and without lengthy description. You must refer to the appropriate readings available on the course page and also find additional academic resources from academic databases and libraries to provide evidence for your discussion and to support your arguments. You may also incorporate readings and concepts from other weeks if you wish. All resources that you refer to must be properly cited in the text of your essay and also be listed in a bibliography at the end of your essay. Your assignments will be marked according to the following criteria: Knowledge and understanding Your essay should include a detailed discussion of concepts relevant to this course that demonstrates to the reader your knowledge and understanding of the assigned material. You must include a discussion of concepts from at least one of the appropriate assigned readings, and must also include additional academic materials in your essay that closely related to your topic, drawing primarily from academic work in the field of media and communications. Analysis and discussion Your discussion should include your own analysis of academic theories and concepts and how they are applied to your topic, and closely relate these to a small number of well-identified examples. You should avoid being descriptive and focus your discussion on the meanings and implications of these concepts in light of your topic. You should also direct your discussion towards an argument that makes a clear conclusion about your topic. Academic skills Assignments should be written using clear language and carefully proofread. All references, quotations, and paraphrased passages must be properly cited and appear in your bibliography. You may use any appropriate citation format (APA, MLA, Harvard, or Chicago) as long as it is clear and consistent. You must submit your assignment in PDF or Word format. Your submission must also include your name and ID number on the first page. If you do not submit your assignment by the deadline it will be considered late. If you require an extension for any significant reason then you must email me in advance.