The Infectious Consumer Virus: Cultural Myths in Advertising

The Infectious Consumer Virus: Cultural Myths in Advertising

            Advertisements have flooded the society and have left damaging results. We are told that the human body is not good enough or that happiness comes from expensive purchases. After this rubbish is filtered into the thought process, we begin to question ourselves. Persuaded constantly by advertising companies, which prey on the weakness of individuals, the vulnerable ones become, infected with these cultural myth virus that turns them into crazed consumer zombies. In the article “Power of Images,” J. Francis Davis discusses expensive purchasing, “We can purchase a little of it vicariously, if we can’t have it all, by drinking fancy liquors or by driving a car that’s out of our price range and financing it over 10 years”(Davis). In other words, expensive purchasing, even if one goes into debt, brings “happiness” because the false hope advertisement offers. 

            So why not become like a zombie, become numb to the truth, and substitute natural feelings for artificial feelings? Jean Kilbourne comments in “Jesus is a Brand of Jeans,” on advertising and the message that is given to consumers: “They cannot possibly escape the message that their bodies are objects, and imperfect objects at that” (Kilbourne 2). The idea sold by advertisements compares the natural to the unnatural; it suggests that the natural cannot compare to what is unnatural. These cultural myth viruses are welcomed by the society without realizing that they carry an infectious virus. Therefore, considering the importance, this paper will discuss two infectious cultural myth viruses: expensive purchasing brings happiness and the human body not being good enough. These cultural myth viruses are birthed by advertisements such as Jeep and their legendary vehicle and the sundresses of Zappos.com. 

Cultural Myth of Expensive Purchasing                                                                                                                                              Advertisements are a cultural myth virus that spread infectious subliminal messages to the minds of its audience, causing the victim to believe that “expensive purchasing” brings happiness. The subliminal message that is given to the reader is received through visual images that would stimulate purchasing decision based on personal desires. An example of this infectious advertisement virus is perfectly displayed through an ad found in US Weekly magazine. When consumers open the magazine, the first couple of pages are blasted with advertisements from the vehicle maker, Jeep.  On the left side of the ad sits a beautiful deep red Jeep on the street at night, and above it reads, “The bold, new look of American style.  The new 2011 Jeep Compass genetically engineered to be legendary.” On the right hand side continues the dark street on which the vehicle sits with city lights a blur from a distance.  In the lower right hand corner of the page is a brunette looking down with her lips puckered, wearing a deep red hooded jacket over her head as to suggest she is Little Red Riding Hood.
             This Jeep ad is an infectious virus, taking one’s safety and implying that this legendary, expensive Jeep Compass can bring happiness and keep one from being lost. It plants a subliminal message that one could be in harm if lost, so why not stay happy being found in the luxury of this high priced vehicle, after all it is the Jeep that will keep you safe and happy. In fact the advertisement is so large, screaming for attention, that it takes up two full pages. Clearly, by taking up two pages, the objective is to capture the reader with uninterrupted distraction from any other advertiser. Jeep, knowledgeable of this, wants to infect viewers with the virus of expense through images to which everyone can relate, hoping that the reader becomes another helpless crazed consumer dedicated to them for life. Davis’ article states, “Images work best at this task when they are vivid and emotionally saturated.” Thus, companies such as Jeep are successful via advertisements that create cultural myths to lure in victims. These cultural myths are highly contagious with a virus that comes with expense for those who have become infected; side effects include unnatural counterfeit happiness. Is there a cure for this infectious cultural myth virus? Of course there is: the vaccine of “awareness and common sense.” Happiness is not found in expensive purchasing, rather in the natural things which bring joy and love. With that said, the virus of expense is one of the many cultural myth viruses to be cautious of.   

Cultural Myth: One’s Body is Not Good Enough                                                                              

            Sadly to say, one more cultural myth has swooped in and infected the society with a different kind of virus that needs to be exposed. This virus, created by advertisement companies, was designed to make its prey believe that “one’s body is not good enough.” This infectious virus contaminates vision, and the brain starts to have illusions. However, as seen in an ad by Zappos.com, they can show how to fix any imperfect body issues. Their advertisement is neatly set in the center of the page. In bold blue letters against a white background reads, “Sundresses: Cheaper than plastic surgery-Just as effective at-Turning heads.” Under these words are three different types of sundresses. The sundresses have a full shape as though they are worn by invisible women with perfect bodies. Here, Zappos.com has come up with a remedy which can help make a perfect body, since the human body is not good enough. Once again, another nasty infectious cultural myth virus, such as this one, would like to clam consumers for life as well. It is hard to get away from the world of advertisements which compares the natural to the unnatural. Fully knowledgeable of the negative influence that these advertisement companies project to it’s readers, by telling them that their bodies are not good enough, wish to effectively gain finical benefits by causing one to feel their body needs improvement. If advertisement companies can convince individuals to possess physical insecurities, then the viewers will begin to second guess themselves; this is what the virus would have the reader to believe, and to become crazed with wanting to look perfect.  Thus, this virus impairs vision, and now the reader views his/her body at a lesser value. Why is this infectious sickness not stopped? It is simple to see that companies such as Zappos.com care not about the individual’s mental state of being, but only seek selfish gain for their own benefits. 
            This cultural myth needs to be exposed: our bodies are not good enough. Even though advertisement companies would say different, everyone should consider that there is no such thing as a “perfect body” unless it has been altered. Also, individuals should neither be defined by products nor should be compared to the unnatural.  Kilbourne comments, “The consumer culture encourages us not only to buy more but to seek our identity and fulfillment through what we buy, to express our individuality through our choices of product” (Kilbourne 3). There is much truth in this comment. Advertisement companies have all the right words to seduce readers which, cause consumers to flirt with the idea that self identity is found through a product. Flirting with these ridiculous cultural myth viruses will eventually infect individuals to believe ones body is not good enough. Therefore, not only is exposure needed concerning these infectious myths, but a cure needs to be presented to the consumers as well. The cure for this cultural myth virus is self-confidence and understanding that each individual has their own identity, which is important to remember. Nonetheless, to gain enlightenment on cultural myth advertising is compared to receiving a vaccine and being immune from infectious viruses.                                                                                                                                   

Conclusion                                                                                                                                        

            In conclusion, cultural myths in advertising affect everyone at some point. Why do consumers purchase products or become obsessed with them? The influence comes from somewhere. Advertising, whether subliminal or not, plays a big role in the choice of product purchased. Whatever the reason may be for consumers, everyone must consider that products neither define an individual nor can they be compared to the natural state of a human. Furthermore, on a personal level, I step back and look at my own experience with this infectious virus of cultural myth advertising. I smile and softly laugh in disbelief for I found myself also to be a victim, without being aware that I was a carrier of this illness. For example, a Jeep has always caught my attention and constantly being told my body was not good enough became acceptable to me. However, the reality is my cure. I do not need expensive purchases to be happy or convinced that my body is not good enough.  I am happy with the vehicle I drive and with myself. I am virus free.

Work cited

Davis, J. Francis. "Power of Images: Creating the Myths of Our Time." Center for Media   Literacy.

                           N.p., n.d. Web. 20 Mar. 2013.

Jeep Compass: Advertisement. Us Weekly. 30 May   2011: 1-2. Print                      

Kilbourne, Jean. "Jesus Is a Brand of Jeans." New Internationalist  N.p., n.d. Web.

                           20 Mar. 2013                                          

Zappos.com: Sundresses. Advertisement. Us Weekly. 30 May 2011: 41. Print