Advertising conformity

Has anyone in the UK seen that commercial for Make Believe fake tan? For those who have, has anyone noticed what is horribly wrong?

In the ad there are two kinds of people: those who wear fake tan, and those who don’t. Those who don’t are depicted as having a ghostly pale skin tone, some of them even looking like straight up vampires. Those who do wear the fake tan are obviously touted as beautiful, even though they are actually rather unattractive (at least to me anyway, but who would find them attractive), and there’s even a vibe that the ad is trying to make the tanned individuals seem superior to the non-tanned individuals. Throughout the ad (which by the way is referred to as “Tan Your Moves”) the tanned women encourage the ghostly pale individuals to join them in their mindless dance and effectively conform to their ways, via their body movements and suggestive expressions, and towards the end of the commercial, we see them awkwardly joining in.

Am I the only one who’s complaining about the fact that this is tantamount to encouraging conformity and herd mentality, if not outright selling a trendy kind of fascism? Because it so obviously is. Not only that, but it’s a continuation of the agenda to perpetuate the look that no one wanted, and people only followed because we were brainwashed into believing it. And no one seems to complain about the fact that the commercial is nothing more than an attempt to sell not only the trashy, douchebag MTV look of this era, but also to sell the idea that it’s good to conform and follow the herd and not be yourself? No one with a brain should be able to describe this as anything other than conniving madness.

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3 responses to “Advertising conformity

  1. Pingback: So they think they’re beautiful | The SMAGIC Blog

  2. “No one with a brain should be able to describe this as anything other than conniving madness.”

    Ahh, but people with brains have been deceived by said madness for the entire history of humanity. Conformity comes with powerful incentives. And what economists will always tell you, incentives matter. Look, if you’re trying to be a reasonable, rational, and informed human being, many of these kinds of things can seem completely outrageous. But even reasonable, rational, and well informed people are sucked into and influenced by public opinion and advertising. Basically it’s good to question just about everything and call BS almost habitually, it should be the default mode. But as I read your opinion of this ad, isn’t this something you’ve noticed in advertising since you first started philosophically critiquing TV commercials? This can’t be the first time you’ve seen these patterns in the mass media forums.

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