Joe Beaty

November 30, 2006

Jr. Faith ‘06

 

            Fr. Kavanaugh worries that media and advertising are forming our cultural values, tries to explain what happiness is, and defines what it means to be human. Fr. Kavanaugh tells us that advertisers make their goods seem as if they will bring a good outcome to life, or make the human life seem more desirable. The problem is not the good that will come of these products, but the lies of the advertisements, and the truth bending of the corporate sponsors. It’s not true that if you smoke a certain type of cigarettes that you will have a fast car or be the manliest man, or be the thinnest girl. Advertising speaks to the passions of the consumer and makes them want these immoral things to be popular. Advertising exploits beauty and sex to sell their products because humans are naturally driven by the flesh. Other ad campaigns like Absolute vodka send a message to consumers that the product is of a higher standard, even using images of idols to replace God and especially humans. Products are valued more than people, Fr. says that we desire the prestige brought about by a product, not our own self expression. We feel this way because the products make us feel meaningless without them. As Calvin Kline models mock a rape in a park, we are taught to not care for the people around us. The ultimate message sent by advertisers throughout history is that we should lower the value of our bodies and treasure the meaningless objects we are told to buy.

            The second movie, “The Merchants of Cool” showed the relationship between large companies like Viacom and AOL Time Warner and how they influence “coolness” on kids and ruin their individuality. I’ve never been ignorant of the media’s tactics to sell, but before this movie I had no idea of the complicated cross advertisements that persuade teenagers into buying what is cool. These types of ads and TV shows start by finding the unique kids, stealing their ideas of individualism, and mass producing them so each teen can look the same and make the adults more money. Adolescents are taken advantage of by companies that prey on the greedy souls of teens, and deep pocket books of parents. Working parents feel guilty for not spending time with their children, so they throw money at them, hoping the problem will go away. The typical teenage boy is referred to as a Mook, a boring, immature, brooding male, and the girls as Midriffs. Midriffs are girls that are only concerned with their looks, their social life, and how to use their body to get ahead in life, usually through sex.

            I believe that “The Merchants of Cool” fully supports Fr. Kavanaugh’s report that the media dehumanizes humans to sell their products, saying that what is shown is the good, even though it destroys our morals and our individuality. Shows like Jackass and ‘pro-Wrestling’ reach young audiences and tell them that stupid stunts and exploiting women for sex is OK as long as you have fun and laugh. Advertisement does not try to test our intellect or personality, but they thrive on the desires of people such as popularity and sex. The overall message that the media sends is not positive in the Catholic sense because it does not support our virtues or right values.