Parsons School of Design
BFA Communication Design
Thesis 2021

Hazal Aysel
Soft Persuasion Of New Insecurities

The early 20th century marked a great shift in the social and cultural ethos of American culture, slowly giving way to a new set of values and building the powerful roots of consumerist culture. Following a long history of change and reinvention, advertising in the United States remains as the most influential tool in commodifying insecurities as a promising route to self realization.

While the direction toward which the mirror faces between society and advertisement is often broadly questioned, their relation is in reality dichotomous. Popular culture is ever-changing and advertising has continuously adapted itself to shifting paradigms. It is crucial to acknowledge that advertising cannot be considered and evaluated in isolation. There is semiotic and social meaning behind all choices made in advertising and everyday consumption.

Soft Persuasion of New Insecurities approaches American advertising and popular culture through a critical lens, exploring the ever changing insecurities baited by the consumerist happiness machine while questioning its future within a neoliberal context. Each chapter, with its own designated color, chronologically addresses an era defined by its new insecurities. Historical nostalgia and a speculative future unite in a strive to unveil persuasive methods. Through the study of theories such as the Therapeutic Ethos and Conspicuous Consumption this book explores the history and future of insecurities that are the instruments and byproducts of American Consumerist Culture.

(Red)

Dotun Abeshinbioke

Darina Abuzarova

Sung Hyun (Julie) Ahn

Anisa Al Raisi

Hazal Aysel

Vivek Bajaj

Sunayana Bali

Elliot Bohlen

Madison Brang

Allison Bynum

Rachel Chang

Lilliana Checo

Jizheng Chen

Lena Chen

Mi Chen

Raghav Chhabra

Shreya Chittaranjan

Christopher Chu

Shenny Chuang

Calen Chung

Mae Craford

Chengcheng Cui

Rebecca D'Agostino

Dani de los Santos

Nika Diomidovskaia

Aira Dolfo

Maya Eapen

Yaron Erkin

Louis Falisse

Xiaoke Fei

Bernadette Figueroa

Shih-Ju Fu

Ana Furtado

Martina Gallo

Chenxi (Lisa) Gao

Sierra Glicker

Danielle Beatriz Go

Danni Gomez

QingYing (Mimi) Guan

Peiru Guo

Siyu Hang

Trudy Hoang

Will Howell

Annie Hua

Wallis Huang

Charis Huling

Sana Jamali

Aeva Karlsrud

Lake Kennedy

Byunghyun Kim

Destiny Kim

Yeji Kim

Zen Koo

Padmaja Kothari

McKayla Lankau

Hyunseung Maddie Lee

Jade Lee

Jiwoo Lee

Juna Lee

Victoria Lee

Emma Lepore

Scarlet Li

Sunny Li

Sohyunn Lim

Misty Lin

Stephanie Lin

Yu Tong Tiffany Ling

Lilian Liu

Phoebe Lo

Charlotte Lomas

Kevin Loumeau

Wen Hsin Lu

Dirm Luawo

Peiyun Luo

Youran Mao

Imani McIntosh

Rebecca Mesonjnik

Velimar Molina

Matilde Sofia Monti

Gavin Mullally

Syalsabila Karissa Munaf

Michael Mungai

Sanjana Navar

Katelyn Paik

Aileen Pan

Chanjoo Tiffany Park

Namjoon Park

Storey Pearson

Mariel Quadrino

Simran Rao

Felitasari (Tata) Rekso

Yasmin Rozmee

Rainier Salas

Julia Sams

Eva Serrano Reisner

Anvita Shah

Suditi Shah

Amal Shaheedi

Joyce Shi

Samantha Simotas

Claira Smith

Hyunji Song

Carolina Stierli de Abreu

Niharika Sundarigari

Rachael Tomaszewski

Tiffany Tong

Svasti Ujagar

Ariana Ushiki

Diana Victoreen

Yiqi Wang

Yutong Wang

Zheng Wang

Jasmine Wei

Savannah West

Summer Wojtas

Jacquelyn Wu

Ricky Xie

Connie Xu

Karrie Xu

Ellen Yang

Jacqueline Yang

Emily Yun

Monique Zeitouny Dayan

Cecilia Zhang

Cheryl Zhang

Claire Zhang