Connotative and Denotative Outlook on Popular Culture

My current perspective on advertising gave me many things to think about- myself as a consumer, my children as consumers, if my consuming nature is a want versus need, etc...

My topic is the connotative and denotative aspects of advertising, and if companies directed our feelings at more wants than needs, or vice versa.  Sadly, I do not know much about the topic, so this will be a challenge.  In my home, we live on a very needs-only  lifestyle.  It was about nine  years ago that it was the other way around.  In short order, we had the proverbial (and literal) Persian rug ripped out from under our feet, and we have lived on the other end of the spectrum with a completely different set of eyes.  It's been a humbling, yet liberating, experience that I wouldn't trade for the world.  At this moment, I am so out of the advertising loop, I don't even know where to begin, or how to answer any research question I could think up.  I believe Estevan gave me a very good way to determine several factors.  He suggested I watch television for one whole day, with the focus on the commercials and who/what they cater to throughout the day.  This way, I can determine several factors:

1- Does humor or fear affect attention to a product?

2- How is a brand valued?

3- What has been said or written about how the brand makes us feel?

4- Is the length of a commercial detrimental to the products success?

5- Are there more ads targeting men?  Or women?

By viewing what I see connotatively and denotatively, I should be able to determine what is deemed most important in today's culture and society- perhaps even by the hour!

What I still need to know, or discover, if there have been written sources to collaborate with and support my research for this topic.  I do not strongly purport all my sources to be internet related.  I also welcome my peers to lend a helping opinion, since I know there are some die-hard advocates, as well as opposers, to the subject of marketing.

Only On The Surface...

Justin and I have been together for 17 years.  We rarely use the word "love", "husband" or "wife".  Many years ago, we came to the understanding that a relationship is more than the word love.  The institution of marriage is more than the paper you acquired.  With the invention of social media, however, as soon as your relationship status changes, all hell breaks loose.

Several years back, Justin and I changed the way we viewed our relationship.  So, we decided to start calling each other "boyfriend" and "girlfriend" again.  Additionally, to "make it official" and even more hilarious, we changed our relationship status from "married" to "in a relationship".  Our hope was to positively influence those around us.  In one minute, that status change started a mudslinging event we never anticipated.

Literally within seconds, we had roughly 15 comments each asking what had happened to our marriage; asking if either of us had some place to go.  Offering to watch the kids if we needed help.  Sending apologies and condolences.  We received a few phone calls.  Most surprisingly, some even went so far as to post one was not good for the other.  It was preposterous, degrading, depressing and eye opening, to say the least.

Break ups used to be a semi-private affair.  You called in a few of your besties and they helped you dry your tears, say some choice words about your ex for your benefit, drank a bottle of wine with you and supported you through the first few tough weeks.  Finding a new loved one was a joyous occasion... probably celebrated with more wine, planned group dates, discussing silly quirks of the new love interest, finding out their astrological sign and imagining a new future.  Word of mouth about a new relationship treated the experience slow and sweet.  It also treated a break up with compassion and you could be selective about who you shared your pain with in tolerable segments.  Social media has put a new spin on things.

I have seen nasty divorces become a world-wide event.  I have seen new love interests become victims of cyberstalkers.  Instagrams of what someone did with their ex-boyfriend's belongings are immediately posted.  Negative and positive comments start to fly as fast as the fingers can post them.   Wives/husbands begin critiquing the Friends list to remove ex in-laws from possible retaliation.  Daughters and sons have verbally assaulted their own parents concerning a new love interest, and will even un-friend their own family members.  Men take pictures of themselves with their new younger wives as a weapon against their older ex-wife.  Regardless of demographic, anyone and everyone can either become a social media star, or it's victim, in moments.

As the saying goes, the star that burns the brightest usually burns the shortest".  Social media turns today's news into yesterday's news in one hour.

(THIS IS WHERE I HAVE STOPPED FOR NOW)