Much of mass communication industry depends on the explotiation and manipulation of human weakness.
The one consistent theme permeating virtually all advertising is consumer inferiority. By unconcious comparison, the consumer has to be a loser, deficient and ordinary.
Ad models are always glamorous and desirable. The idealization works like the unobtainable carrot being dangled in front of a jackass. That carrot can dangle just out of reach througout a lifetime of consumer behavior.
When individuals are persuaded to view themselves as inferior, they can be directed into the purchase of any product or brand that promises fulfillment and human completeness. Consumption will supposedly bring ever elusive perfection. Advertiser promises of course, remain eternally unfulfilled, and the individual gradually submerges into a fantasy of consumption as an end in itself.
Ad dependent consumers become increasingly dissatisfied.
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