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OUGD501: Context of Practice 2 - Study Task 2 // Consumerism Aston Martin Analysis

The advert depicted above is that of Aston Martin, a high performance, super car manufacturer, based in the UK. Aston Martin produced this advert to promote and re-home their used Aston Martins. This advert reflects the logic of consumerism; it does so by tapping into our suppressed irrational desires, as spoken about by Sigmund Freud. The idea that we all have hidden primitive sexual forces and animal instincts, which need controlling, hidden, suppressed by society. The advert does so by suggesting, quiet blatantly, that the woman in the ad is a sexual object, ‘you know you’re not the first, but do you really care?’, something which can stimulate you, a personification of an Aston Martin, you expect a thrill from her. This is supported by Berger, J. in 'Ways of Seeing’, where he write 'One may remember or forget these messages but briefly one takes them in, and for a moment they stimulate the imagination by way of either memory of expectation.’ (Berger. J, 1972, p129) - this car, like this girl, is an experience, it doesn’t matter that you’re not the first, as long as you’re experiencing it. It also implies that this car is supposed to pleasure you, like a woman would when engaging in sexual acts. This is once again referred to ‘Publicity is effective precisely because it feeds upon the real. Clothes, food, cars, cosmetics, bathos, sunshine are real things to en enjoyed in themselves. Publicity begins by working on a natural appetite for pleasure’. (Berger. J, 1972, p132) This texts also communicate the envy associated within the ads, almost like bragging rights, as some males, who are indeed the target audience for this advert, do tend to boast about their sexual encounters, in an 'alpha male’ style. Something, which could also be done with an Aston Martin, as apposed to a 2003 Fiat Punto. Transforming you into the man you want to be, which could either be with a fantastic looking female, or even an Aston Martin. ‘It proposes to each of us that we transform ourselves, or our lives by buying something more…it will make us in some way richer — even though we will be poorer by having spent our money.’ (Berger. J, 1972, 131). You could also suggest that whoever has used the Aston, or spent time with the model, have had an enriched life 'Publicity persuades us of such a transformation by showing us people who have apparently been transformed’ (Berger. J, 1972, P131). You could also argue that not only is an Aston Martin a commodity which acts as a status symbol, making you accessible to women, without it, you are nothing, as suggested by the association between the model and the car, this is supported by Berger; ‘If you are able to buy this product you will be loveable. If you cannot buy it, you will be less loveable’ (Berger. J, 1972, P144). Ultimately, tying the ownership of used Aston Martin to that with intercourse with an attractive woman. 


1. Berger. J (1972) 'Ways of Seeing' BBC and Penguin Books Ltd, London 

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