3. Theodor Adorno:

Adorno was a member of the Frankfurt School theorists, who were interested in applying Marxist theory to the new forms of cultural production and social life in 20th century capitalist societies. Adorno believed that the culture industry manipulated the population through generating in consumers a false consciousness, encouraging individuals to buy into the belief systems that reinforced capitalist ideologies. Though cultural goods may be made to appear different, Adorno emphasized the idea of pseudo-individuality, in which mass-produced culture advertises uniqueness, all while completely lacking individuality. This mass-produced culture was said to foster false needs, subduing the masses to simple 'dupes of the system'.



Adorno's idea of pseudo-individuality is apparent in this chartered accountant ad. Bathrooms are an ideal location for gender specific advertisements. In women's washrooms, the ad features Terry, used to represent a successful woman who has secured herself a good career. This advertisement may instill in female viewers a sense of power, and may inspire them by portraying a woman similar to themselves who has a future that may appeal to them. Outside the washroom, however, the advertisement includes both a man and a woman. This removes the sense of individuality the ad may have previously given the female viewers, as now they are each simply one of the many people targeted by this particular advertising company.


Adorno's idea of subduing the masses may also apply to the effect of privacy on the viewer while in the bathroom. Advertising companies are likely aware that people are less guarded while using the bathroom, as it is generally considered an area of complete privacy. By letting our guard down, we may be more vulnerable to the ideas presented to us in bathroom ads, making it more likely that we will buy into the ideologies that are forced upon us even in such private moments. In this shopping spree ad, "the look" is being advertised as something that is highly desireable. With nothing else to look at in a bathroom stall, the huge word WIN immediately grabs our attention, easily interpellating us into the ad. It encourages us to buy into consumer culture, giving us the idea that one look is best for all women.


Many theorists have critiqued Adorno's work, stating that it is too universalizing and does not consider how viewers interpret and interact with media forms. One such interaction is the gaze.