Interpellation in advertisements

The role of interpellation in advertisements is to make the viewer aware of the image and what it means to the self. The image is supposed to draw attention of ones self to the advertisement whether or not it is made for the viewer or not. In the text, it states that images hail viewers as individuals, which means that even though people are looking at the same image it was not intended for the "just for me" crowd but reaches a wider audience.

The image, by viewer interpellation to be effective, must understand his or herself as being a member of a social group that shares codes and conventions through which the image becomes meaningful. If an image is something meaningful to me it would mean that it has a strong relationship to my personal likes and beliefs. For example, a picture of a loved one who is deceased or even a picture of an image of America would interpellate me because it is something that has meaning to me personally. An interpellation in an advertisement can also catch my attention even if i feel discusted, offended or ashamed of it, it can also draw my attention in that direction.

The relationship between taste and kitsch is the fact that both are based on ones class, cultural background, education and other aspects of identity. Taste in the text is noted of the higher class people, ones that enjoy the finer things in life such as opera, fine arts and theatre, the "real" things in life. Kitsch on the other hand is the middle class or working class taste or also said to be "tacky" things in life such as comic strips, television and cinemas. In the text, Bordieu speaks of taste or someone "having taste" we are usually using culturally specific and class based concepts.

An example of kitsch is associated with images and objects that are trite, mass produced and cheaply made or gaudy. An example that I read in the text of something that is considered kitsch is plastic reproductions of a crystal chandelier. Even though kitsch is deemed gaudy and cheap it has become more popular with a higher demand in the world today because things can be replicated and sold at a lower cost and you can make something look good or the exact same without many people knowing. A good example of kitsch, and to be honest a higher class person would definitely pick it out in a crowd, is the replicated handbags sold in NYC. I wouldn't know the difference between a fake Gucci but someone of higher class or standards that can afford a 950.00 handbag definitely would.