SOC 525 Chapter Notes - Chapter 26-27: Consumerism, Chapter 27
15 Oct 2017
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Document Summary
Consumer society orients the culture more toward the world of commodities. Went from selling products with celebratory endorsements to pushing increasing quantities though print and colour photography. The use of text was integrated into the commercial, so consumers were taught how to read / view commercials. Post war period consumers knew how to read commercials and commercials became more of a puzzle or key. Advertising wasn"t just telling you about the products but demonstrating how these products were connected to important domains in their lives. Advertising promotes images of what the audience conceives of as the good life . As a oart of a new religious system where people contrast their identities through the commodity form. Displaying things as a means of satisfaction. Competitive consumption the idea that spending is in large part driven by a competitive or comparative process in which individuals try to keep up with norms of the social group.
