Fred's Findings

Fred’s favourite commercials.

Fri, 22 Apr 2011 00:53:11 -0230

Fred’s favourite commercials.

Consumer Culture

Wed, 13 Apr 2011 23:49:00 -0230

Humans function essentially as consumers and as consumers they often take up the task of branding each other. The branding process is an extension of their individuality; that is to say that in imitation of the brands they so define themselves by humans brand each other in order to better understand their own identities and the identities of others. Humans have come up with many technologies to help them do so. They have devised an alternate universe in which they can exist as a set of pictures and opinions. They call this Facebook. In Facebook humans set up systems in which they can share their opinions on their fellow consumers and instantaneously put their own selves on display for others to comment on. Humans also enjoy sharing and commenting on other forms of advertising that amuses them. They do so by sharing videos and amusing each other by making their own ads as a tribute to their beloved consumer culture.

Fred’s favourite commercials.

Tue, 12 Apr 2011 00:52:00 -0230

Fred’s favourite commercials.

Fred is confused

Tue, 12 Apr 2011 00:49:00 -0230

Fred is confused

Happiness

Tue, 12 Apr 2011 00:25:00 -0230

Humans derive happiness from the constant anticipation of consumption. The products that humans consume guarantee them a happier more fulfilled life; therefore, they live in the constant need to consume in order to reach that moment of satisfaction and then return to their initial state of desire to consume. The more they consume the happier they anticipate they will be. Products are how humans are able to keep social order, find appropriate mates and assert their superiority in their social group. Due to these very important functions provided by products humans need to be in a constant state of consumption.

Products such as men’s deodorants attract potential mates therefore fulfilling the males desire to mate. The women’s beauty products allow her to mold herself into an appropriate female partner for her male counterpart thus giving her the opportunity to find an appropriate male partner. Moreover men derive happiness from flaunting their expensive cars and smoking cigars and they are constantly desiring the faster, better more expensive model. This then means that the pleasure that the male gets is not from the purchasing of the car itself but of the anticipation of the opportunity to buy the newer model. In the same manner women are always looking for another dress another shade of lipstick and another facial cream to make them feel younger. This then means that the women don’t desire happiness from being attractive but from the anticipation of always looking a little bit more attractive. Humans are trapped in their expectation of enjoyment. They are led to desire an imaginary unity with the version of themselves who will eventually enjoy.

Individuality

Mon, 11 Apr 2011 23:05:00 -0230

Humans derive their individuality from the products they choose to buy because humans are essentially consumers. The advertisements tells them what they are like. In other words the ad attributes specific qualities to a given product thus giving it a unique personality and a unique identity and then those qualities are projected on to the human consumer. The human consumer then by purchasing the product is agreeing that he or she does in fact embody the qualities of said product.

Fred loves the Mayhem guy. Facebook friended him

Mon, 11 Apr 2011 00:53:00 -0230

Fred loves the Mayhem guy. Facebook friended him

Tribes

Sun, 10 Apr 2011 22:40:00 -0230

Humans form social groups and tribes by overcoming several barriers that divide them. They ignore the differences between the individual members of the tribe by connecting the group to a set of products that unite them under a common ideology. The individual then discards of his or her identity and inhabits that of the consumer in order to create symbolic relationships which require a status quo of symbols as a precondition.

This then creates order in the group and allows its members to create a common agreed upon identity. Humans see similarities in each other by grouping themselves in relation to what they consume and in opposition to what others consume. A human belonging to the Adidas subculture can then align with others that agree with the Adidas ideology: Impossible is nothing. Similarly a human who aligns with other humans who believe they are vintage will be able to do so by aligning with Urban Outfitters. Similarly you see the Rockers, Goths, Preps, Hipsters and so on. Products are then the foundations for the creation of the subculture that result in the human tribes.

The Human Order

Sat, 09 Apr 2011 23:32:00 -0230

Humans set themselves apart by what they choose to wear and drive and listen to. The only things to which they confidently ascribe value are things other people have already deemed worthy and embraced. Therefore humans set up their lives in order to be able to afford more things and better things so that they can rise up within the ranks of their societies. They try to generate more income to buy more things and that is the common goal that unites human kind.

Individuality at it’s best

Mon, 04 Apr 2011 00:53:00 -0230

Individuality at it’s best