Slides for consumer decision, Assignments of Construction

Slides for consumer decision That

Typology: Assignments

2021/2022

Uploaded on 10/17/2023

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Living in a Consumer Culture
So what do we mean by consumer culture?
Well, first, let’s consider the words “culture” and
consume.
Culture – the ideas and activities used to construct our world
How do we interpret everything we interact with on a daily basis?
Culture can also be viewed as the lens through which we see our world.
Consume – to ingest, to use up, or to completely destroy
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Living in a Consumer Culture

  • (^) So what do we mean by consumer culture?
  • (^) Well, first, let’s consider the words “culture” and

“consume.”

  • (^) Culture – the ideas and activities used to construct our world
    • (^) How do we interpret everything we interact with on a daily basis?
    • (^) Culture can also be viewed as the lens through which we see our world.
  • (^) Consume – to ingest, to use up, or to completely destroy

Living in a Consumer Culture

  • (^) A consumer culture, therefore, could be defined as…
    • (^) …a society in which commodities (or marketed items that we consume) become more important than human values or people.
    • (^) …a society in which commodities become a means for obtaining desired ends like love and friendship. - (^) If we want to be attractive to others, we should buy this perfume! - (^) If we want to have an exciting love affair, we should drink that beer!

Living in a Consumer Culture

  • (^) In a consumer culture, our attractiveness or ability to be loved has nothing to do with who we are internally, but rather with what we buy and how those purchases are perceived by those around us.
  • (^) This is known as commodification – the process of stripping an object (or idea) of all other values except its value for sale to someone else. - (^) For example, Christmas has become commodified because many people no longer see the holiday as a religious celebration, but rather as a festival of gift giving… - (^) And our self-worth is thus based on the gifts that we give and receive!

Commodification

Commodification

Beauty is what matters

Commodification of Culture

Advertisers Behaving Better

But not without repercussions…