1. Tyranny of Advertising Understanding the Impact of Ads and Developing the Skills to Build Your Media Dorji Media Nomads, Thimphu, Bhutan Alex Greene & Kayle Schnell January 5 th , 2011

2. Advertising in America In cities throughout the United States like New York, American ’ s are constantly bombarded with Advertisements from the moment they walk outside.

7. Not all Women are Like this

8. Beauty Constructed in Ads

11. Not All Men Look Like This

12. Jewlery, Consumption & Gender Roles Women are always identified as jewelry consumers in advertising Women are stereotyped through ads that suggest females should want jewelry from their male partners. Let her experience your love based on the jewelry you buy her this Christmas. Relationships are portrayed as happier and more fulfilling with the gift of jewelry involved. Men are identified as jewelry buyers in advertisements. “ How far would you go for love? ” Implies $=love

13. Unrealistic Expectations

14. Advertisements Enforce Male Stereotypes

18. Extreme Individualism “ Because you ’ re worth it ” Extreme individualism can be dangerous to a culture's health, leading to selfishness, narcissism, egomania and the mistaken notion that humans are not interdependent.

22. The Impact of Ads on Youth Selling a product as part of a larger image of what it means to be “ cool ” or “ hip ” Growing up in America, Children are constantly pressured to buy products or wear clothing with a certain label or brand that help to identify them and affect the way they socialize with their peers, define themselves and symbolize the level of wealth to which they are accustomed to. Branding: Associates a product with a person ’ s identity

23. Branding The Super Wealthy, Highly Attractive, Trendy and Preppy Consumer

31. Fashion and consumption are illustrated as a gateway to happiness in the present moment. Perception of reality. False Problem : Certain expensive products, as opposed to mind, community or family, can give you heightened enjoyment of the present moment. False Solution : Buying these clothes from Banana Republic will make you more ‘ present ’ this holiday season. “ Love the Present ”

33. Advertising – How Susceptible Are YOU? Concluding Message: Don ’ t be Fooled by Ads: Key Terms to Remember: 1. Developing a Media Dorji : Being able to see through false images within advertising 2. Norming the False: All ads have a story that sets up and normalizes a stereotype that is false. 3. Providing a Fake Solution: All ads make you think you need a product to solve a FAKE problem with a FAKE solution. 4. Branding, Image and Identity: Don ’ t believe that you are defined by what you wear. If you can deconstruct and understand some of these false notions within ads, you are less likely to be fooled into the over-consuming culture many Americans have been sucked into.

34. Understanding Ad Deconstruction

35. Workshop: Turning an Ad Upside Down