(*) Diagonal. Advertising is not an economic sector but is nothing less than the industry promoting the industry. A productive sector that produces the raw material intangible oiling parts of the rest of the gear capitalist desire comprarusar mass-disposal and a state of dissatisfaction routine can be interrupted only temporarily, with a new comprauso-waste. If we extend this definition, is the vindication of the individual to the collective effort against the hedonism of the aesthetic against the ethical and the identification of "being" with "get." All of them, functional values \u200b\u200band ideas of consumerism. in the way of mass persuasion, advertising and cultivates transmits values \u200b\u200bthat enhance consumer behavior and undermine the collective. Arguments and ideas to spend more and more unnoticed in a scenario characterized by the saturation of advertising and advertising model increasingly invasive way. This is a commercial monologue as the only response that supports the purchase, and ideological flow seeps into the behaviors and life patterns.
addition, the advertising system shows great ability to constantly adapt their speech. The same poster can deploy feminist and patriarchal values, as you want to sell in each case. Another, who develops a particularly unsustainable business, you can use ecological arguments to make the audience to buy their products "green." And there are those who in their ads are presented as the solution, while reality shows that are more a part of the problem.
Advertisers have specialized in creating emotional connections with potential customers, 1,700 million consumers and consumers involved in a bitter trade war of perceptions. At the same time, advertising has been decades since promising to meet basic needs to the desires and career aspirations, social or emotional. And for that, his strategy is both a potential magic show objects as repeatedly stressed the alleged shortcomings complexes and insecurities of the subjects.
"The illusion of progress?
All in the name of persuasion, the production of inactive and consumer societies, the ideal of infinite economic growth and the illusion of "progress." This contributes to the formation of an ideology that consumption is a great solution.
The result is that, in fact, consumption has become such a central role as a paradox: one third of European consumers has a high level of consumer addiction. While growing to 350 million the number of obese people in the economic North, increasing evidence that the current consumption pattern is based on waste, while 800 million people live in deeper poverty, nearly 40% of food produced is lost without being consumed.
also through the ads are promoting a lifestyle of consumption vertebrate from an unsustainable lifestyle, that obviates any limits and, in turn, jumps over the basic needs such as eating healthy and have time to care for people nearby. These lifestyle factors, carefully selected to build the social imaginary, in fact are supported by a great homogeneity of values \u200b\u200band ideals.
advertising keeps spinning wheel, while audiences are increasingly tight functioning as an appendage over the chains of production, communication and marketing, the economy seems to take their own life and only serve their own development, and the ideal of infinite growth begins to stumble on a more pressing with the relentless finite resources. And all this nonsense is hidden between the colors, images of bodies of design, patterns, words, slogans, ideas and ideals that transmits advertising. More ...
(*) Article published in Diagonal.
