Evaluating Attainment by Children: Bridging Conspicuous Consumption with Fundamental Elements of Obtaining Commodities

1747 WordsFeb 4, 20187 Pages
Thorstein Veblen once said, “Conspicuous consumption of valuable goods is a means of reputability to the gentleman of leisure” (Veblin, 1899). Respectively, Veblen argues that individuals consume commodities and services to demonstrate a high socio-economic position, from the perspective of others in society (Tepperman, Albanese, & Curtis, 2014, p. 117). This can be seen as a social problem, issues that require community acknowledgment and action to respond to issues at hand. (Tepperman & Curtis, 2011, p. 3). This paper will discuss the growing concern of materialistic children as a global crisis and recognizing catalysts that fuel the adolescent addiction to consumption. The current capitalist system that looms over society relies on the principle that children from an early age must become consumers to ensure global economies prosper through mass individual spending on goods and services (Preston, 2005; O'Barr, 2008). Mass organizations market young people as a lucrative source of profit by consuming commodities (Tepperman, Albanese, & Curtis, 2014, p. 66). Advertisements focus on explaining a commodity to children, by exciting their interests and how it can be used, whereas marketing focuses on pastime activities and behaviours of children (Preston, 2005). Children view approximately forty-thousand advertisements annually (Ramsey, 2006; Strasburger, 2006). The first part of this paper will discuss the history and techniques of advertisers to train children to be consumers

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