Jesus is a brand of jeans: ads gleam with promises of transformation and transcendence--via material objects. Jean Kilbourne decodes this gigantic propaganda effort.
New Internationalist › Nbr. 2006, March 2006
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CULTURE & SPIRITUALITY
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Jesus is a brand of jeans: ads gleam with promises of transformation and transcendence--via material objects. Jean Kilbourne decodes this gigantic propaganda effort.
A recent ad for Thule car-rack systems features a child in the backseat of a car, seatbelt on. Next to the child, assorted sporting gear is carefully strapped into a child's carseat. The headline says: 'We Know What Matters to You.' In case one misses the point, further copy adds: 'Your gear is a priority.'
Another ad features an attractive young couple in bed. The man is on top of the woman, presumably making love to her. However, her face is completely covered by a magazine, open to a double-page photo of a car. The man is gazing passionately at the car. The copy reads, 'The ultimate attraction.' These ads are meant to be funny. Taken individually,...See the full content of this document
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