Ethan Watters And Michael Moss Express

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Ethan Watters and Michael Moss express two separate pieces of literary works that display different scenarios, but express the same message. Watters sets forth a phenomenon in which an entire culture is modified for the better of industry in Japan. With this circumstance, Watters argues that the ‘total environment’ in which a demographic is set can be altered by the influence of outside sources. Moss relates a similar example, where a certain group is marketed to, and as a result, this group’s relationship with the product drastically increases. There are many differences in the two works, but both researches contain many similarities; marketing techniques, ethical views, etcetera. The main thing that is most common in both texts is type…show more content…
The “individual consumer” can be taken to be a group of unique personals who each have a distinct idea on any specific topic, and in this case, junk food. The “collective demographic” is defined as the common opinions formed within the “collective demographic”. Even though these two entities are related, the individual way of thinking for the “individual consumer” is much different than that of the “collective demographic”. On the topic of junk food, the “individual consumer”, will report to being cautious about the effects of such foods, for they are aware of the epidemics involved with intakes of excessive sugars and fats. Watters explains the Japanese’s view on a factor they perceived as an illness, “the people’s attitude toward depression was very negative” (Watters 515). This can be used to better understand the “individual consumer"; a group of people who were trying to maintain a healthy lifestyle. The “collective demographic” held a different viewpoint on the subject of junk food. The posture of the “collective demographic” however is antithesis of that of the “individual consumer.” The “collective demographic” deemed junk food as unhealthy, but still allowed themselves to become addicted to such delicacies. Moss describes a very ironic circumstance with this way of living, “While people like and enjoy potato chips, they feel guilty for eating them” (Moss 272); a scenario in which a demographic would conceive something as harmful, but
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