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"Madison Avenue Mentality"
Our culture is built around ideas that have been passed from one generation to the next. John Berger and Susan Bordo are philosophers that have pin-pointed a phenomena that has been going on for centuries. Culture is made up of learnt methods and an acquired mind-set; sometimes culture can create stereotypes that are not always obvious. Our culture has taken on a more social role through the history of art and advertisements. Both Berger and Bordo would agree that "Madison Avenue mentality" is used in advertisements, as well as art.
Berger's idea of how the public "sees" paintings is blocked by learnt assumptions about art. We assume that art, or a particular painting is beautiful because an art critic implied that it was. Bordo suggests that we do the same with advertisements today. Her ideas mostly concern how genders are portrayed in advertisements. We have learnt assumptions that women should not eat as much as men. Women can certainly eat as much as men can, but it is improper or offending to the public to view it (Bordo, 1). Bordo reconsiders Berger's ideas by suggesting that our culture has learnt assumptions about how genders should be portrayed in the media.
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Berger uses the term "mystification" when he describes how learnt assumptions block our cultures view of art. Bordo uses a similar term to do the same for advertisements; she uses the term "romanticization". Implying that our culture desires to be more then what we really are. Bordo uses an example of a commercial with two little French girls giggling over a diet pill. Americans desire, as Bordo puts it, "savoir-faire of Europe" (1) to be more stylish then they are. Bordo also uses the term "visual vocabulary" to suggest that the public already has ideas about what they should be seeing (Bordo, 1).
Berger suggests in Hals' painting of the Regents that most of the artwork, for that time period, was painted to suit the upper class. Does Bordo suggest the same? Do advertisements address the same concept, only for the upper class? Bordo mentions, "I would argue, however, that more than a purely profit-maximizing… Madison Avenue mentality is at work in these ads" (148). Of course, big corporations are going to have major advertising contracts, but are they doing it merely for profit or to benefit the upper class? Bordo mentions "…Madison Avenue mentality" this concerns people who are better off then others. With wealthy people running the advertisement campaigns, are they running our cultural ideas as well? Women are forced to be what the advertisements are telling them to be; slender, feminine, and live in a male dominated world. Bordo might be trying to tell us that the upper-class is ruling our culture, and creating a mind-set in which most of us are influenced by.
Even though most of advertisements try to get the attention of the entire public, they still use "Madison Avenue mentality", because we have become accustom to it. Most of the general public is not of the upper class; we have still taken the same values as our own. We desire to be socially acceptable, that is why we follow the ruling classes' manners, and influences. Most Americans want to be wealthy, and obtain the same status as the higher-class, so they adapt to advertisements perception of what they should be.
Appropriate manors are always used in advertisement, which is why you do not see a woman eating as much as a man. Manners were derived from the upper class and still benefit to their needs today. Most of proper etiquette was how the upper class should eat (table manners). We use the same manners today when we look at advertisements. We see traditional manners such as, women eating little or none at all, women always cooking never eating, and women as being fragile and feminine.
Berger's and Bordo's attempt to "see" the real picture have contributed to breaking aspects of our culture, but it is hard to break something so huge. Our culture has developed itself through time; it would be impossible to create a different mind-set. Berger saw this idealistic and social phenomenon a quarter of a century before Bordo, and yet we still have the same cultural ideas. However, their ideas benefit our culture. They let us look at the truth, and can change one individuals mind-set. Making steps around our traditional cultural aspects. Personally I will look at a billboard advertisement slightly different.
Bordo and Berger have pin-pointed the social aspects to art and advertisements. Our culture has derived the learnt methods, of social behavior. It is not always obvious to us why we react to a picture in a particular way. Our culture is not aware of the history behind it, hopefully Berger's and Bordo's attempts have influenced us.
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