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Advertising and Consumerism
Chapter Objectives
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Whether or not we realize it, advertising has a profound impact on our lives. Advertising is omnipresent — we scan advertisements in newspapers and magazines, and flashy billboards lure us to the newest Italian restaurant or entice us to try the newest beer. From the time we wake in the morning to the moment we close our eyes at night, advertising accompanies us throughout our day, influencing choices from what to buy, to what to wear, to what to eat, and, sometimes, what to think, subtly shaping out values in the process. The readings in Chapter 10 examine how advertising and consumerism creates a sense of need, encourages our quest for stuff, and manipulates our language. Explore the following questions as you read this chapter:
- What strategies do advertisers use to induce us to buy their products? How do visual images and language influence consumer choices?
- How do advertisers twist language to imply that products are better or more desirable than other, similar, products?
- Is America steeped in a culture of greed, always thirsting for the newest, best, and most desirable products?
- How do advertisers tap into our inner-most desires to be accepted, liked, and admired? How do they influence American culture by exploiting our insecurities?
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