Find an image or video of a star advertising something—be sure to
embed the image/video into your post! (If you’re unsure how to do
this, watch the tutorial video available on the blog.) Analyze the
image/video in terms of how it relates to the material you read for
today about the relationship between stars & consumption.
What happens when commercials are produced in an ironic manner?
As evidenced by the above comic, an ironic endorsement or advertisement is ultimately still an endorsement or advertisement. The above commercials produced by comedian Zach Galifianakis and comedy duo Tim & Eric, explore an uncomfortable space in the nature of advertising: despite having tones of whimsy and glib treatment of the product, they are still in fact ads. Rather than attempting to hide any signs of false sentiment, the stars appear to make fun of the product and make their disinterest in it apparent.
The readings discussed concepts such as consumer economy and conspicuous consumption. A consumer economy requires that people buy products; the action of production for resources or construction no longer satisfies the economic structure. This, in turn, is when advertisement becomes important. We must have a need to own a product created within us. Stars are, of course, an effective method of creating that need. The conspicuous consumption of stars gives us an indicator of what is hip or popular to consume.
So what if a star makes fun of or shows disdain for the product or company? In theory, this would be devastating to sales. However, these commercials indicate that mere association and repetition are all that it really takes to sell us a product. The stars in these commercials can (and do) say basically anything that comes to mind, yet the mere presence and use of the product is enough to instill that need to recreate and own.