Marxism & Advertising

Although it pains me to use this Public Service Announcement because of who it features, it reminds me of what I understand Marxism to represent. Bristol brings home the point of how the economically fortunate and the economically challenged have completely different realities when faced with the challenging situation of teenage pregnancy.

The teenage daughter of an elected well-to-do politician has the luxury of knowing her child will grow up in a privileged world, solely because of class status. She has the benefit of keeping up appearances. Her looks appear to be of a normal teenager who is able to stay youthful and attractive.

The viewer knows that she will not have the same level of stress as an everyday, low or middle income girl. This coincides with Marx's view that, "we are all situated his historically and socially, and our social and historical contexts "determine" or shape our lives" (Rivkin,Ryan 644). In other words, when one is poor the same opportunities will not be afforded to her.

As the image changes one can see the more realistic account of what she may go through. Her looks become more haggard and tired. The baby is not dressed as well. Her physical living space becomes more sparse. Marx might use this as an example of how the inequality of economic equity effects people in this situation. Marx said, "The nature of individuals thus depends on the material conditions determining their production" (Marx 653).

The material things, relating to this PSA, are the lack of things the baby and Bristol are surrounded by. And, naturally, one can take it to mean the serious financial burden that will be placed on the "regular" Bristol. Money is certainly material.

One baby will more than likely have a better chance in life by virtue of the family he/she is born into.





Works Cited
Marx, Karl. “Introduction: The German Ideology.” Literary Theory: An Anthology. Ed. Julie Rivkin and Michael Ryan. Malden: Blackwell, 2004. 653-658.

Rivkin, Julie & Michael Ryan. “Introduction: Starting with Zero: An Anthology. Ed. Julie Rivkin and Michael Ryan. Malden: Blackwell, 2004. 642-646.