Review of Jerry Mander’s Four Arguments For The Elimination Of Television
Television is advertising. It is an instrument of any objective is to sell, promote capitalism. In 1977, Jerry Mander, a former advertising executive in San Francisco, published four arguments for the Elimination of Television. In the book, Mander reveals how television networks and advertisers use this popular tool for video sales.
Four Arguments for discussion much more than just advertising. Mander attacks not only the content of television images, but the effects of television on the human mind and body. debate include: The challenge alpha waves, a hypnotizing that a property enters the mind. How often account what viewers see on television as real even if the program is filled with quick camera switches, rapid image transfer, computer generated objects, computer-forming techniques and other events. The placement of artificial images in our minds eye. And the effect of large amounts of television on children and the occurrence of attention deficit disorder.
However, the focus of the arguments Mander, is advertising. In the words of writer Charles Bukowski: “[America is] not a free country – everything is bought and sold and owned.”
Sales, by definition, is the process to convince someone to buy what is not needed. Advertising tries to convince someone that the solution to a problem or fulfilling a desire can only be achieved through the purchase of a product.
“If we take the word should mean something essential to human survival – food, shelter, clothing, or basic to human satisfaction – peace, love, safety, companionship, intimacy, a sense of fulfillment, they should to try and find either the people or no advertising, “Mander writes.
“People need to eat, but food that is advertised is processed food: processed meat, sodas, sugary cereals, candies. A food in its natural form, as they do not need to advertise, “he says.”Hungry people will find food, if available.”
TV commercials and television shows both the promotion of commodity markets. Advertisers and television networks do not want viewers to go out and find the answers themselves. Seeking to provide the answers to the TV. If your head hurts: buy Advil (or some other pain relieving drugs). Is your stomach growling? Drive your Pontiac to Taco Bell and Burger King. The dirty dishes? Get some lemon-fresh Joy. Everyone wants a fast Acura and every girl wants to look like women in the NBC television show Friends. Deion Watch the Dallas Cowboys “Sanders Average one touchdown, watch the replay (Sponsored by Coors Light), then watch Deion doing an ad for Pizza Hut.
Television is promoting a lifestyle. It is a virtual reality that advertisers and networks seek to promote in order to gain additional revenue.
“Perhaps there is a need for cleaning. But this is not what advertisers are selling,” explains Mander. “The cleaning can be achieved with water and some natural fibers, natural or solidified fat. Major world civilizations kept clean that way for millennia. What is advertising is whiteness, a value beyond cleanliness; Infertility, avoid all the germs? Sudsiness, a cosmetic factor; and brand, a substitute faith community. ”
While watching TV, the viewer sees the world as it is. He or she looks in a world created by advertising. The TV programs that come with the conscious attitude of promoting a consumer society.
“If forty million people see a commercial for a car, then forty million people are trading cars in their head all at the same time,” says Mander. “This is bound to have more beneficial effects on the system of commodities in the case at that time, all people were thinking separate thoughts which, in some cases, might not some goods at all”
But what makes television different from other forms of advertising is that the viewer has no control over the images. Sure you can change the channel, but you’re really only seeing the same. The images that come to you with the rhythm of the advertiser, the viewer simply passively monitors. While reading the newspaper, no need to consider the ads, you can turn the page. In the same newspaper, if you find a coupon for Ranch Style black beans would look and find out. You can read the first lines of a tagged item, then turn away.
However, when watching TV, the only way to escape the images is to convert the machine and the medium of television is controlled by the sender, not the viewer. Images just flow, one after another.
“If you watch TV, then there is no other choice but to accept the flow of electronic images coming,” says Mander. “Since there is no way to stop the images, one merely gives over to them. More than that, we must clear all channels of the host in order to more cleanly. Thinking only gets in the way. ”
The multitude of technical events and special effects that saturate the viewer throughout an average dose of television occur with such rapid frequency that any response is essentially eliminated. “Since television images move more quickly than a viewer can react, one has to hunt with his mind,” Mander says in the book.
“Every advertiser, for example, knows that to be able to convince anyone of anything, you overwhelm existing mental set and then restructure awareness along lines which are useful to you. What you do some very simple techniques like fast-moving images, jumping among attention focuses, and switching moods, “he explains.
Watching TV is not active, is passive. Both the mind of the viewer and Thurs body does not react and can not react. Mander calls television images of a form of sleep teaching.
A researcher interviewed Mander explains: “The horror of television, is that information going in, but do not react to it. Then right in our memory pool and perhaps we react to it later, but knowing what we react. When you watch your television training yourself to react and so later, you do things without knowing why they’re doing or where they came from. ”
Mander published four arguments almost twenty years ago. I think the main issue, then (and this I hope that you get from this essay) is that advertisers and networks do not want viewers to think. I just want to be good consumers and spend money on their products.
On May 10, 1995 at the National Cable Television Association convention in Dallas, John Malone, president of Tele-Communications Inc (TCI), the largest cable operator in the country, talking about the future of television. “There’s no question people from the machines will be smarter,” said Malone. “And I will not have to think too hard.”
TV Critics often noted that what appears on the networks, the programs are of poor quality. The entire field of television never seemed able to shake off the words Federal Communications Commission Chairman Newton Minow spoke in 1961, that television is “a huge garbage dump.”
It is the quality of the shows are often criticized. However, it is missing the point. TV shows are not supposed to be challenging. You’re not there supposed to question the images you see on TV, only believe in their prima facie case.
Television programs, commercials, news and talk shows all designed to blind acceptance by the viewer. Because ultimately, if you see with your eyes, it must be true. It is true pictures flash on the video screen. Reality in a box.
“Television offers neither rest nor stimulation,” says Mander. «Television inhibits your ability to think, but it leads to freedom of mind, relaxation and renewal. Leads to a more exhausted mind can have time off from previous obsessive thought patterns, but this is as TV goes.
“The mind is never empty, the mind is full. What’s worse, is full of someone else’s obsessive thoughts and images.”
Why do you call it programming?
Mander goes into great detail discussing the physical effects of television viewing has on the human body. His analysis is excellent.
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