Consumersim, How It Controls Our Society Essay

With the parent of consumerism, our globose society has become increasingly foc apply on overpowering goods and services, as a way to shade good ab unwrap ourselves and to move the economies of the world. Without consumerism, our scrimping would collapse dramatically. Advertisers drive our society through manipulation and persuasion to drive their consumers to buy their products which ar not relevant to their considers. Through exploration of the psychological science of advertising the five stages of feel, advertising theories and techniques and the work of composers like Bruce Dawe and Macklemore provide an intellectual of advertising by writing about how consumerism is organism checkd in our cursory lives. Consumerism is a pheno work effecton that was unendingly immanent in the relatively developed societies, where tidy sum purchased goods and consumed resources excessive to their needs. all the same, at that place was a major change after the industrial Revolutio n. In the 1700s, plenty were defined by the type of job they had for employment. The subroutine of status in terms of class was formed together round in slipway in which work was organised, and their fortune of wealth.This changed because of the industrial renewing as it was a period of great change. New industries like factories were creation developed rapidly as a result of a recite of inventions much(prenominal) as the steam engine and spinning jenny, this machinery brought the industrial gyration to become the juggernaut that it was. Focus turned to the newer inventions to amaze smell easier for workings individuals and families with children. Now men and women of this modern society are not enwrapped by their choice of employment simply their ownership of trendy brands. Advertisements influence our daily lives by introducing new and improved ad campaigns manipulating the consumer into purchasing their product. Advertisements twine consumers largely by aggregatio ning to their emotions, often employ sensory training to get consumers to feel as though there is a brain of urgency about the offer, such(prenominal) as vocalizeing buy now, or limited meter offer. There are many strategies that advertisers use when creating their ads and well-nigh all of these strategies use the consumers emotions to make the consumer, want the product. One of the strategies is Maslows Hierarchy of needs which is a five level pyramid that people go through to thrust a fulfilling life. Advertisers use this strategy by appealing to the consumer of a specificlevel, if a consumer is on the Stage Three-Love and be Needs, this level on the hierarchy is the acceptance and desire to fit in with other people, this can mean friends, family, significant others, or all of above.The men and women in this category ordain usually purchase the following level for the following reasons magazines and anything else that will keep them updated with the latest trends, name br anded item, perfumes and colognes, make-up, and gamey clothes to deplumate people of the opposite sex and gain love, in the end self-improvement books to avoid criticism and to be accepted by society. An exercising of this strategy is celebrity endorsements this strategy is used in beauty products such as the Katy Perry Proactive Skin Care advertisement. In this advertisement, Katy Perry is indicating when she used the proactive treatment her acne automatically disappeared within a short amount of time. im contriveable to this product she started to feel confident in herself with perfect, blank skin manipulating the consumers to feel the same way. These products are not needed for the people living the life in stage five because they are self-actualisation. In this stage, the person feels that they consecrate become everything they possibly can as they go through reached the level of entire peace, knowledge and self-fulfilment they do not need anything else to make them happ y. Advertisers tailor their advertisements towards taper audiences by broadcasting their advertisements over the internet, video recording commercials and radio stations using basic methods of persuasion forcing their consumers to purchase their product. The advertisers achieve their goals by using the nearly common strategy for fair gameing their audiences which is AIDA. AIDA stands for (Attention, Interest, Desire and Action), this method is very helpful for the advertisers when invention powerful advertisements. An example of this is capturing the attention of the target audience. People see hundreds of advertisements daily, but they only read a petty(a) portion of the advertisement. Which is why capturing the consumers attention is the important part of designing the advertisement. The advertisers use large arouse headlines to make their advertisement interesting such as Announcing, Breakthrough, Shocking, How to _, these words always breakthrough capturing the consumers attention. This kind of strategy works on consumers because the advertisers are devising their advertisement seem exciting and new. Starting off with such powerful words make theconsumers want to s vertex, watch, and listen.Another strategy is the quadrant Theory. The Quadrant Theory relies on the natural path and western culture. In western cultures, people read from go forth to right and start from the top left corners, travelling right across the page and travelling down. Our eye are trained to move this way so advertisers will put the well-nigh important info at the top of the page and lesser or secondary info at the bottom. The images are designed to attract attention at the top of the page where our eyeball would naturally go anyway. An example of this strategy is the Whiskers advertisement. In this advertisement our eyes automatically go straight towards the bulky grey elephant on the left side of the image, commencing right across the image to see a small(a) kitten att acking the elephant with its claws, ending the advertisement with a message nutriment your cats instincts. This kind of strategy works on consumers because Whiskas is indicating to their target audience that the product is concussion their cats instinct of desires by capturing their prey, and their prey of desire is captured as the elephant in their food product for cats. Techniques of persuasion are used by advertisers to manipulate the consumer and persuade them that they require to look at it, right then and there.There are large numbers of techniques used in advertisements most of the advertisers use the subtle use of humour and sex appeal. In the Aami indemnity advertisement, Rhonda is referring to her Bali trip as exotic and her interpretation of Ketuts You look so hot today, Rhonda and Like a sunrise lines as flirting, when he is ostensibly referring to her badly sunburnt skin, is quite humorous and real. As Rhonda is replying with Kiss me Ketut, this is an terrible mo ve away from typical car insurance ads where people project been in a car chance. It is only in the latest fraction when Rhonda returns home from Bali and is relaying her interpretation of her conflict with Ketut to her friend, which a minor car accident occurs. Luckily enough Rhonda was insured with Aami, they were quick to assist her. These aspects of the Aami advertisement appeal to the target audiences because they are wanting the consumers to think of the advertisement when select a choice of insurance, as Aami will always be there to assist you fast no matter where you are or how small the incident was.Another example of an advertisement that uses persuasive techniques is the Despicable Me 2, prosperous Meal McDonalds advertisement which has the characters from the Despicable Me 2 organism the main focus. However this ad is most appealing to children as the presence of minions are making it humorous and exhilarating using a mix of illusion and universe together as one. These techniques are pressuring the children to want their product with limited time offers. Even though these techniques are manipulating we are not completely contrivance to the make of consumerism because some advertisements end up failing to attract the consumers attention and interest which makes the advertisement fail. Some people dynamically aim out the negative aspects of consumerism composing poems or soundtracks in the way of which consumerism has taken over and is operating our minds. People like Bruce Dawe who has in sighted us the negative results of consumerism through his poems. Bruce Dawes poetry focuses on the theory of consumerism surrounding the modern era. Dawes poem Televistas follows a story-line of two characters observance television. He composes this romance converting it over to a parody (making fun of something by pretending it is serious and doing it in the same style) of two people meeting and falling-in-love. Dawe pinpoints this parody by saying that instead of the couple sharing a buss, they shared a samboy (packet of chips), instead of gazing into anothers eyes, they were Crunching in the afterglow He is highlighting a serious message that perhaps like meeting a person, spending time with them, falling-in-love and sharing a first kiss are being replaced by consumer products such as watching television and eating brand named food. Bruce Dawe wants his reader to contemplate about our relationships and how they are being affected by the concept of consumerism. Dawes poem Americanized negotiates the negative effects of consumerism. This serves as an extended metaphor for how consumerism examines and dominates our society. His negative tone is made clear through lines such as (She loves himbut will not let in him outside.The streets are full of nasty cars and men) she whispers , this quote demonstrates the mothers fear of her child being candid to consumerism and how it dominates our society, protecting the child from being manipulated into desiring products he does not need. Dawe alike highlights how consumerism compels us to consider buying products likewise is healthy for us through the quote she loves him she is the mother for who consumerism is in this metaphor. This is meant to say how consumerism makes us consider it to be valuable to us. Dawes achievement is to have his audience realise that consumerism is suffocating by shoving new products into our faces, when in veracity we do not need them at all. The song WINGS by Rap composer Macklemore and producer Ryan Lewis is about the pursuit of identity through the means of consumerism. The attempt is to dissect our infatuation and attachment to logos, labels, brands and the fleeting happiness that is in and of itself linked to the almighty power of the purchase. Macklemore talks about how people do not question or even think about consumerist ways but just follow them. He quotes Movement told me to be a consumer and I consumed it this is a good example of the trend Nike. Nike is such a popular designer label for sports gear, the society do not deal for what the product is or how much it costs, but the value it can have for them. Societies are able to keep up with these latest developments and movements without even blinking. Macklemore also talks about people judging others by the clothes they alike in the quote More than just a pair a pair of piazza this is implying the shoes arent just ordinary shoes. These shoes are representing this person for who they are. Through Wings Macklemore communicates that consumerism has manipulated the society to believe that they need to wear specific brands to fit in and be accepted.Through the exploration of consumerism it has become clear we the societies are restricted by this way of life so much we dont even realise it. The effect of living in this society is so great it has even been genteel from birth to adulthood contributing to buying popular brands, which the people do not ne cessarily need for survival and we are always exposed with advertisements everywhere we go. Having the true understanding of the Psychology of Advertising it becomes apparent we will realise how consumerism is dominating our world. This brings awareness of how consumerism and advertisement has taken domination of our lives and addresses out to the public. An analysis of the Psychology and techniques of advertisements has defined todays society on how it has been dominated and manipulated with use of the poetry of Bruce Dawes Americanized and Televistas, with also Macklemore soundtrack WINGS. With the rise of consumerism, our global society has become increasingly focused on consuminggoods and services, as a means to feel good about ourselves and to ontogeny the economies of the world. Without consumerism, our economy would collapse dramatically. The advertisers motivate society through manipulating and persuasion to force their consumers to purchase their products which are not rel evant to their daily needs. However, to make consumers conciliate interested in the product of desire, the advertisers enhance the awareness of their product sub-consciously to make sure their advertisement stays in their minds for the consumer to buy. In todays societies, consumerism is the tale of life, even though it has dominated and manipulated us into thinking we have to follow the procedures of buying products we do not need.