Conspicuous Consumption

American advertising has always embraced illusion approach.In their constant quest to attract consumers and associate products with “cool” or luxurious and hedonistic lifestyles, some advertisers have consistently pushed the boundaries of what is ethically and socially acceptable.Media ads and campaigns often blur the distinction between reality and unreality.

There are many controversies which focus on the societal effects of advertising. For instance, does advertising make us more materialistic? Does it force us to buy things we don’t need? Does it reach us subliminally in ways we can’t control? How does it affect the art and culture of our society? Does advertising debase our language?

In the free-market system, consumers can choose the values they want in the products they buy. If, for example, low price is important, they can buy an inexpensive economy car. If status and luxury are important, they can buy a fancy sedan or racy sports car. Many of our wants are emotional, social, or psychological rather than functional. One way we communicate who we are (or want to be) is through the products we purchase and display. By associating the product with some desirable image, advertising offers people the opportunity to satisfy those psychic or symbolic wants and needs.

Advertisements on television are designed to make you feel included in a group if you buy a product; that’s why ads use attractive people, so on some level you’ll believe that you are in that group if you buy the product they’re selling. We are a society consumed by consumerism. It is sad to say that, but it becomes truer each day. Consumerism can be defined as the tendency of people to identify strongly with products they consume, particularly of name brands and status-enhancing appeal. With the marketing world growing larger by day it seems more and more people are attracted to the advertised products and feel the need to have them in order to keep in style with the rest of society. The term “conspicuous consumption” applies to those people who show off their products in order to show their wealth. These people who show off their expensive clothing, jewelry, or cars are trying to make an impression on people. We live in a highly materialistic culture in which conspicuous consumption governs much of our lives. We strive to acquire goods which will define us to ourselves and to others and somehow satisfy our human need to justify existence.