'The Joneses' Movie
A few weeks ago, I watched a movie called 'The Joneses'. The movie itself was nothing special, but the message behind the film was really amazing. 'The Joneses' is about a group of people that have been placed together in a "family". These four people work for a company that designs the perfect American family in order to boost product sales. Each "family" is sent to a neighborhood to work. Work means living in an enormous house, using the latest gadgets, wearing the best clothes, driving the latest and fanciest cars, etc. Each member of the "family" has to flaunt his or her assigned material items as much as possible, so that neighbors and friends will buy these items. This movie was very creepy. It scared me to see how much people bought into what the "family" was trying to sell. People passing by the house would stare in awe. They would wish they had as much as this "family" did. As a result, people would go out and spend their life savings in order to compete with the "family" to have it all. Nobody wanted anything real anymore. It was all about the latest and greatest material item. Below is a link to the trailer.
http://www.youtube.com/watch?v=6nzDwBEmZQw
This movie does sound freakishly creepy and yet thought-provoking. You are completely right about the "faking" or the simulation of the reality (simulacra)of a real family. What I find even more interesting is that the people associate the new and expensive products with happiness and benevolent relationships in a family. In fact, the people become advertisements for the products just like those in the Truman Show. It is not only scary, but I think that it seems like a betrayal of other people by a few. By trying to blend in expensive products with the idea of a great family, one is leaving those who cannot afford these products in the midst of disappointment. I believe that this movie represents the fascination with consumerism which is a fascination in itself and the false hopes that it brings with it.
ReplyDeleteI feel this movie accurately reflects the idea of real vs. unreal in society. The basis of what we consider desirable is set to impossible high standards. In this case the standard is based upon the make believe Joneses family, to which money is no object as they were placed together by a cooperation simply to flaunt their possession of material goods. In real life its the flow of ads which constantly portray gorgeous models with plastered on smiles showing off their abundant material objects. Each has the intended effect of deteriorating the confidence of the public and making them believe that in order to achieve happiness, goods and money is key. However,this assumption is based on an ad, which is not real. So how does this effect us? This makes question, is the source of greed simply people trying to meet the standards of society?
ReplyDeleteThis movie seems like it would be the epitome of the "keeping up with the joneses" attitude, of trying to always stay on top of the latest trends, and compete with those select few that appear to have it all. One very obvious quote that stuck out to me from the trailer was, "they're not just living the American Dream, they're selling it" since it ties in perfectly with our class discussion of consumerism; everyone wants their shot at the American dream and companies use this strong desire to their advantage by emphasizing the aspects of this "dream" that can be obtained through the "purchase of their product". The line from the trailer, "If people want you they'll want what you've got " evidences the concept of mimetic desire. Whether we want to own up to it or not, it's clear through the way we covet the products others have that we are a culture of followers.
ReplyDeleteI must say, my ears perked up at the sound of "stealth marketing" and "selling the American Dream". The fact that the Joneses are purposely showing off their merchandise in order to get those around them to buy is quite disturbing. Who influences us more than those who surround us on a day-to-day basis? No one. What we buy is determined most of the time by what those around us wear or use—as if it’s a green light of acceptance by the community to go out and buy. The fact that a company took advantage of this as a marketing strategy is clever but quite scary; it's as if an Advertising-Big-Brother was living in that community. The company also took advantage of peoples' inner desire to live the American dream. By getting a family, who looks like they are living it, to advertise, others start to want to buy what they buy in order to achieve that same goal.
ReplyDeleteThis movie definitely relates to our curriculum. Even one of the critics referred to it as "a zeitgeist film". It reminded me of "The Truman Show" in that a fake life is created. However, unlike in Truman's case, the fake life is created voluntarily - or somewhat voluntarily at least. It seems that Mr. Jones actually wants a family, while Mrs. Jones prefers to be merely a "unit". The idea of being a unit is weird. There is no real connection there, just a bonding that somehow holds these people together. Finally, I found it interesting that the family's last name was Jones - one of the most common last names in America. It demonstrates how anyone can be swept up by trends and money.
ReplyDeleteAmerica is a consumer based society. We are constantly bombarded with ads which show us the recipe for happiness. However, since we know that they are ads, we know that facts are often exaggerated and scenarios are make believe. But, in the joneses, they take advertising to a whole new level. It's candid advertising. The ultimate form. The Joneses are what our society defines as happiness and seeing their lives makes it seem possible. They're trying to sell the idea that it is the material items in like that allow us to be happy.
ReplyDeleteWow, this movie is the epitome of American society today. The Joneses, however, advertise in a way that's entirely new, and definitely more sneaky that your average ad. They are what Americans today define as happy. What is seen on the surface is a "perfect" American family, while below... well, there is basically nothing below the surface. Not only is it sad that consumers and "friends" buy into this scam, so does the hired family. These people are willing to give up their lives in order to sell the American dream to others while being a false representation of it. It's despicable, because these types of people and ideas are why our society is becoming more shallow by the minute.
ReplyDeleteI'm surprised this strategy hasn't already been implemented on our society. This goes to show advertisers pull on Americans and how easily we can be influenced. By just giving one product to one family, it is like a phenomena occurs. Families feel they must buy the products too in order to boost their self confidence as a person, or so they think. Advertisers make it so that noone can be satisfied with their position in life, but always needing more in life. More houses, more cars, more everything.
ReplyDeleteThe joneses is the opitomy of the American Zeitgiest today. The issue however is that no one really fits this model family. Because even the Joneses have another joneses to compare themselves too. No matter how hard a family tries, material goods do not bring joy to families, they just dont. Our American perception these days is that joy can only be brought from objects, which is why almost no one is truly happy. Simple times were easier to live in becuase when there was less to have and therefore less to want.
ReplyDeleteThe concept behind this movie hits the nail on the head. We are becoming way too obsessed with everyone else's lives, and what everyone else has, that we never fully appreciate what we have anymore. Every material item becomes something we take for granted, and we immediately want the newest edition the second it comes out. What ever happened to being grateful for the things we have in life? So many people have so little, and yet all we can concern ourselves with is the latest technology and having it before everyone else. Another unnerving accuracy that this movie brings up is the influence we have on each other. One person sets a trend, and suddenly everyone wants or has whatever the trend is. It's unbelievable how popular something can become in a very short amount of time. In a society where everyone preaches individuality, and doing something new to stand out, we tend to try to blend in and always want what everyone else has.
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