Introduction
This article examines the use of persuasive language and images by stuff magazine: uk’s self-described market leader in consumer oriented technology) in advertising and reviewing consumer electronic equipment. Particular notice is taken in the way that consumers of electronic devices such as: mobile phones, pcs and plasma TVs are trapped in a continual cycle of spending and upgrading (consumerism). It will then examine the damage this can do to people and the environment taking into consideration manufacturing hazards, e-waste disposal and personal debt.
Stuff magazine circulates about 90,000 copies per month (haymarket 2007) and is therefore ina very strong position to influence the buying habits of its consumers: the younger male population. It does this by using sex to sell and pushing the latest technology models.
Using sex to sell
Stuff magazine covers often display pictures of women in bikinis holding one of the latest devices and looking directly into the camera lens in a suggestive manner. According to (kress and van Leeuwen 1996), it implies that they are demanding a relationship with the readerand their facial expressions clearly show what kind of relationship is bein g demanded- a sexual one. I addition, the language used to describe the devices is usually what is being used to refer to attractive women. For example; ‘super slim’ 9stuff 08/2003), ‘stylish’ (06/2002), ‘slinky’ (02/2002) and ‘hot’ (02/2003)
Other less subtle ways of advertising these devices include’ superimposing ‘BIG IN 2003’ or ‘KBOX UNCOVERED. First ever look at Microsoft’s super console’ in large red letters across the chest of a barely dressed woman in bed. This goes to further prove the implied loink whereby the devices are considered to be as desirable as the women on the cover.
Apart from using the fact that the readers respond to sexually attractive images, stuff magazine also uses persuasive tactics like frequently reminding the readers that buying or owning one of the devices is a necessity not a luxury. It uses imperative and compelling phrases such as, ‘essential’ (07/2007), ‘now’s the time to buy’ (03/2003) or ‘ how many oif the 20 smallest, coolest gadgets do you own?’ (09/2003), which implies that people should aim to have as many not because they want to use them to satisfy their needs but rather just for collection.
Headlines likie ‘handheld showdown’ (04.2001) and ‘sharp shooters’ (04/2001) paints an image of the masculine sex as a tough guy or a free spirit, encouraging the young males to see themselves in this way. The magazine also aims at ensuring its readers that it is infact masculine to be obssessd by technology and so enjoying technology doesn’t guarantee the label computer geek or nerd. A semi naked woman holding a phone suggestively in her hnds(07/2003) or a laptop between her legs (08/2002) just goes to reinforce the message that it is masculinr to be obsessed by these gadgets because women find technology and its users a sexual turn on. This is not always true.
The language and images used on thecovers of these magazines urges the readers to constantly upgrade whatever tem they own in order to kep up with the advance in technology. The adoption of new technology is also encouraged as the readers are often humiliated for owning or not owning particular devices. Spending so much time using electronic devices as an alternative to outdoor exercise could lead to health problems and the solution according to stuff magazine is not to spend less time with the gadgets but to buy one that supposedly help the consumer get I nshape in the comfort of their own home.
Pushing the latest model
The magazine reviews several categories of consumer products for example: tvs, mobile phones, mp3 players and digital cameras but whether they are useful or contributr to the quality of people’s lives is not relly their concern as they constantlr encourage readers to be dissatidfied with the devices they currently ownthus putting them ina continual cycle of expensive upgrades the language used while doing this contains superlatives: ‘one of the most exciting phones to come out this year’ (08/2003, p12_). Constant bupgredes is regardless of the fact that devices like mobile phones are primarily for making and reciving calls or sending text messages and most do not use many of the available functions on 2g phones.(Crabtree, J. et al, 2003, p4) yet about 2.5 million new phones are purchased a year in the uk alone. (energy saving trust, 2006, p2) according to mEdgerton 2006, the actual functions performed by these gadgets remain relatively unchanged over the years so there is no significant change involved in going from one to the other.
Using sex and the image of masculinity is the magazines way to persuade men to but new gadgets or replace old ones whether it is necessary or not and the downsides to unnecessary purchasing such as manufacturing hazards or ewaste disposal is not considered.
Manufacturing hazards
Manufacturing consumer electronics means hazardous material and environmentally hazardous methods are used. Beryllium and cadmium are some of the compounds found in electronic devices. During manufacture, workers are constantly exposed to beryllium dust which leads to an incurable disease called chronic beryllium disease (fields, 2001, p76). Cadmium which is highly toxic to plants, humans and animals is used in batteries for phones and laptops and exposure leads to lung cancer. Considering the fact that the manufacture of these devices take spalce in the poorer parts of the world, workers who develop conditions after prolonged exposure tend to loose their livelihood.
Electronic waste disposal
Continuous upgrades presents people with the problem of how to dispose of the outdated equipment. Most modern industrial countries are aware of the problem of ewaste disposal and have put in palce initiatives to ensure correct disposal methods eg, European waste electrical and electronic equipment directive. In practice, container loads of ewaste is shipped to underdeveloped nations where they are dismantled to extract valuable parts eg lagos nigeraia
Cost and debt
Those who feel compelled to purchase the latestet upgrades often find themselves in financial problems as money is borrowed in order to be able to purchase the latest upgrades which only leads to further costa like increased electricity consumtion.in November 2006, consumer lending in the uk increased by 1 billiopn pounds excluding mortgages
Conclusion
the use of imperative and persuasive language and images by stuff magazine to persuade readers to upgrade, has a direct ad indirect effect on the ecology and he environment. The devices are presented as desirable and potrayed as neccesities just to influence the consumers to spend more money on upgrades claiming that devices that are just a few years old are out of date despite the fact that they perform similar functions. Upgrading is presented as the desirable thing to do regardless of the effect it has on personal debt, family life and the environmental harzards.