Task 1 - Century of the Self

List the 10 most important points raised in Adam Curtis's documentary 'Century of the Self'

Relate these points to a critical analysis of one image from the mass media which, in particular, focuses on the nature of consumerism, desire and the unconscious.

To begin I shall list points and then decide which 10 are the most important and highlight them.

• Edward Bernays was the first to take Freud's idea's and use them to manipulate the masses
• Linking mass produced goods to their unconscious desires
• Showing/talking about feelings wasn't acceptable
• Freud's idea that hidden inside all human beings were dangerous instinctual drives
• Unearthed powerful and sexual thoughts that link with our animal past
• Bernays was employed to promote America's war aims in the press
• Propaganda portrayed Woodrow Wilson a man who could create a new world in which the individual would be free, a hero of masses
• 'If you could use propaganda for war, you could certainly use it for peace'
• Replaced the word propaganda with public relations
• Freuds theories about how the mind works are now accepted, unlike a century ago in Vienna the idea of analysing ones inner feelings was just not acceptable
• Freud managed to break the taboo against women smoking.  George Hill asked bernays to find a way of breaking the taboo to make their target market bigger.  A psychoanalyst (A.A Brill) told Bernays that the cigarette were a symbol of the penis and of male sexual power.  Bernays had to find a way  to connect cigarettes with the idea of challenging male power.
• Debutatnts lit 'Torches of freedom' - reference to Statue of Liberty
• Shaping a new mentality in America - mans desire should overshadow his needs.

Sky Vodka Advert

The range of Sky Vodka Adverts are a good example of the use of Freudian theories.  Bernays, the creator of consumerism linked products with our deep rooted emotion.  This particular image is mainly targeting a male audience, we can tell as he is situated above the women in the image representing power over the female.  The image makes the viewer believe that if they buy into the brand then this is the kind of life style they will achieve.  The gentleman in a suave suit, relaxing by a pool with a beautiful leggy blonde, I imagine, is a fantasy for many men in the world. 
Referring to Freud's theory about penis envy and male power over women, the bottle in this image could well represent the penis and the female will drink the 'vodka' from her cup which further illustrates the male dominance over her.  When a consumer buys into this product they are not just doing it for the vodka but buying into a lifestyle of relaxation and pretty girls.  The fact the woman is scarcely dressed and on a lilo in the pool and the man is fully dressed on the side shows the vulnerability of the woman.