November 30, 2012 by meyer1327
Sut Jhally writes in his essay that the values of today’s society stem from advertisements of various commodities that are claimed to be essential to living a satisfying, happy life. This consumer need for gratification is also infringing on other critical ideals of Earth’s habitants: electoral politics, children’s play, auditory perception and experience, as well as gender identity. Advertising’s reliance on images influences the consumer’s emotions in such a way where perceptions of “normal” may be skewed. Jhally suggests that “grammar of images” be taught in schools to build the minds of youths to be critical and resilient to these manipulated ads. Jhally’s stands somewhat coincides with the Bell Hooks’ argument For instance, women are often depicted as objects, moreover sex objects in select ads, that are intended to affect the consumer to purchase the product to gain that particular satisfaction. This practice typically surrounds the feelings of happiness as one is given the opportunity to assimilate with the advertisement. This relates back to Hooks’ argument of how women often viewed in films, or in this case advertisements, are objectified as merely things that consumers want or want to be like. The correlation between the two is sickening as it seems women are only useful for the gratification of others.