Kendra Lytle- Celebrity Commercials

Posted: February 5, 2014 in Uncategorized


The reading this week by Pierre Bourdieu called “The Aesthetic Sense as the Sends of Distinction” basically talks about the top-down control of culture and the possession of social capital by the ruling class, and it reminds me of the California commercial with all of the celebrity guests. This commercials objective seems to be establishing a look to California that is relaxed, fun, sunny and recreational. I do give credit to the commercial for attempting to reach all class levels (skate boarders, wine makers), but majority is presenting the life style of fine dining, spa treatments and shopping. This type of lifestyle is seen as the be all and end all, but of course this can only be accomplished and experienced with a lot of money (ruling class). 

  1. cs341blog says:

    Lexie Stevens
    I agree with you on the point that many of the commercials we see are coming from the ruling class. The ones with the money who have the power to make decisions. Then I started to think of other commercials that I have watched so many of them are using celebrity endorsements for their products. All the messages we are seeing are coming form celebrities, they are making the decisions for us. I just found this interesting when I thought about it

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