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ESSAY
"Consumerism encourages conformity and undermines moral and ethical values in our society"
This is portrayed throught the media in modern society. Bruce dawe tapps into this worlds unethical materialistic views and ecpressed them throught the use of satire, black humour, pesonificaltion imagery and sarcasm.
In the Poem Enterwithout so much as knocking, Dawe satirically critsises the family the baby is born into, as they have conformed to the consumer drivin worlds ideals of a average family.
"as any well equipped smoothly run household, containe one ecconomy sized mum and one anthony squires coolstream summerweight dad"
This quote has a tone of patronism this tone is conveyed to the audience and makes us skeptical of the outcome of the family.
Dawe suggest through this poem how completely innocent thing such as a baby can become corrupted and conformed into unethical and un moral people.
Dawe portarys the stab in the back attitude of the grown up child and uses chliches to show the audience how shallow minded and heartles the world of material possestions had made him "kick whoevers down, number one every time for this chicken"
The same theme of the heartless unsympathetic unreverened attitudes of the world of advertising are shown also in breakthrough.
"a little girl is reported to have died happily in hospital singing a advertising commercial.
To the audience this introduction sets a so natural for a child to be affected by television.
Dawes tone in this paragraph is factual and definate, news, reporter like, it makes it unpersonal for the audience there is no sadness, etc.
The way consumerism is conveyed in this poem is the comercialisation of religion and heaven dawe conveys how nothing is sacred to advertising companies they will destroy anyone or anything to premote their product even exploit a little girls death in order to open up a new market in heaven.
Stand by all angelic host angels backed up by guitars
The way people have been sold out to consumerism has been depicted in the song sell out by george. album poly serena 001
In this song it explains how people conform to societys expectations and needs.
' I knew you before you entered through the deadly door its eaten away at you its givin you the itch your dreaming of returning but you don't think you can"
Metaphorically the door represents the selling out of a pesons life force or soul to influences that dehumanise themselves, this is suported when they say ' they dont mind to blacken your stream they are pulling you along" They is used repitiotiously so to personify the force of advertising.
'Blacken your stream" corrupt your mind the repitition in the song of "they dont" reinforces to the audience how the media has brought people to loose all ethical value in their life.
All these ideas of consumerism can be sumed up in the documentary Unreal images. The focus of the video is the images conveyed through the media and the messages they are sending to their target audience.
"she's beautifull he's gorgeous" Marlee at the beginging of the film has been consumed by the ifluence of the media and has been influenced by the messages they have sent her.
Pip hasn't so much been affected she realises that not everything she sees is real.
"do you find that when you feature something in a magazine people buy it?...... yes definaterly retailers love being in the mag because they get allot of calls,"
The advertising in the magazine influences teenage girls who want to be perfect, they see it they want it because they think they will be better off with it.
The magazine plays on girls securities on self image.
"our message is to be happy with who you are' this is contradicted all the way through the magazine and documentary, computer enhansing is mention repetitavely, "we can fix the little things" "the natural look" pluck blush surl etc. " I have used a bottle of product to achive this 'natural look"
There is a demand for conformity and the undermining of the morals and ethics in all media products especially in the modern gerneration with the thought that,
"because I need it I deserve it because I deserve it I will do anything nessasary to obtain it"
Consumerism sets each person against themselves in the endless quest for the attainment of material goods and the imaginary world conjured up by things yet to be purchased.
All four texts are and expression of the need to find ourselves again after consumerism has taken away our individuality personality and identity, the text point out how our lives have been manipulated to conform to this consumeristic world that has been conjured up by world companies.
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