The Basic Myth Of Our Culture Is That Consumption Is The Goal Of Life

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The basic myth of our culture is that consumption is the goal of life” (gtd. In Glickman). Consumption is an important aspect of everyday life as we are continuously consuming products. The clothes we wear, the food we eat and the devices we use to communicate with people are produced by companies for our consumption. Companies turn to advertising agencies to come up with ways to effectively market their products and create demand. Advertisement agencies make use of profiling and niche marketing to target the groups of customers that the product will appeal to (McFall 5). Advertisers use societal stereotypes, for example, gender stereotypes to link a particular product to a group of consumers in order to create a demand for the product.…show more content…
Advertisements sell the masses the idea of what it means to be male or female and what is the expected behaviour of a particular gender (Cortese 57). An example of this is seen in how toy companies market products for boys and girls differently (Cortese 57). Action- oriented toys are marketed to boys while passive toys are directed towards the direction of girls (Cortese 57). Advertising’s role of creating gender stereotypes then follows children into their teenage years as adverts continue to have an effect on how children’s identities are constructed (Frith and Mueller 92). Advertisements continue to use visual images of men and women to persuade people to purchase certain products (Cortese 57). Advertisements take a product, remove the meaning associated to that product then insert a new meaning in order to create a new cultural meaning ( McFall 66). Advertisements create a new meaning of what it means to be attractive as women shown in advertisements stereotype beauty or attractiveness to be associated with young, slim and perfect flawless body shapes (Cortese 59. This is a problem as advertisements present unrealistic beauty norms by using intensive retouching tools to create perfectly proportionate models (Frith and Mueller 92). Although a very small portion of women actually have the body shapes shown in advertisements, women are
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