Freudian Media and the End of Individual Thought

Sigmund Freud may have died many years ago, but his theories live on. And they are incredibly apparent in today's media. You can really see the theories he developed show up in advertising, where they plan on human's preconscious in order to sell products.

According to allpsyche.com:

Freud believed that the majority of what we experience in our lives, the underlying emotions, beliefs, feelings, and impulses are not available to us at a conscious level.  He believed that most of what drives us is buried in our unconscious.

 Targeting these experiences is exactly what advertisers do in order to sell their product.

id
Contains the basic drives, fueled by the pleasure principle.

Contains everything that is inherited, that is present at birth, is laid down in the constitution -- above all, therefore, the instincts, which originate from the somatic organisation, and which find a first psychical expression here (in the id) in forms unknown to us

Here is the some examples of id in the media:

• Kid's cartoons
  
• Music videos
  
• Pornography
• Most types of music have an id component

Ego
The balance of id drives and the controlling super-ego that helps from your conscious.

The Ego comprises that organised part of the personality structure that includes defensive, perceptual, intellectual-cognitive, and executive functions. Conscious awareness resides in the ego, although not all of the operations of the ego are conscious. The ego separates what is real. It helps us to organise our thoughts and make sense of them and the world around us.

Here is the some examples of id in the media:

• Evening News
• Most serials, such as House, Heroes, 24, Battlestar Galactica, and more.
• Food, HGTV, History & Discovery channels
• CNN, CSPAN, and other cable news channels
• Documentary programming
  

Superego 
The "police force" of feeling, keeping you grounded

The Super-ego can be thought of as a type of conscience that punishes misbehavior with feelings of guilt. For example: having extra-marital affairs.

• Many Reality TV shows have examples of the superego
• Police television shows like Cops or Law and Order
• Criminal investigation television shows, such as CSI or Bones
• Religious television
  

So, after looking into all the specifics of the Freudian theory of consciousness, just how does this relate to media? I believe this short commercial gives you a good look at how it exploits facets of Freudian thought in order to sell merchandise

Tylenol - "Feel Better" PM 30

First, it shows clear id messages. You can see the pain and discomfort on people's faces, while they're in an unconscious (or near unconscious) state. They roll and twist and are unable to feel joy. However, after they take Tylenol, they appear much happier and content. Their faces brighten up and they seem to be satisified.

Furthermore, the sexual relations that Freud sees are very appear in the advertisement, using the bodies laid down in ways that exposes them more and more, seeming to draw people in not just for the id, but using their sexual drive. The ad is definitely trying to signify that it can satisfy your pleasure drive seen in your id.

There are many other examples of this, and Freudian thought lives strongly on today.

Matt Richards

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