Deweys"thething actually atstakein any seriousdeliberation is not differenceof quantity, but w
hat kind of persononeis to become, what sort of self is in themaking, what kind of world is in th
-arewhat Dewey thinksareimportant moral deliberations.
Going back toWaide'smain critcism:
Thereis this ideathat theadvertiserswho drawsthenon-market goodsout anddesignadvertisem
ent campaign out, simply desensitisedto careabout other people.
With respect of consumer who livesin theconsuming world, they aretakein theideathat buying
product areconduciveto beahappy person.
Waidewantsto talk about marketersaredesensitised, andhow our consumersarenot actually goi
6steps: showsthetechniquesof associativeadvertising
1markterswantsyou to buy things, nomatter if you arerich or not.
It is somehow true, recent advertising arehighly rendering of thefood or drinks, which maynot n
ecessarily makesyou happy, but creatsawantsor needsfor thecustomers, andencouragesthemt
Other examplescanbehigh fashion brandssuchasChannel, which theadvertisementstry to con
vinceyou by wearing their clothse.However, wearing theseclothse,purchasing their product, doe
snot necessarly makesyou avirtueperson, doesnot help you to movetowardsaexcellencelife.
They don't evenneedto design theadvertising campaign, peoplewho perceivesthat wearing ashi
rt with abig logo aretheir advertising campaign. Why?Becausepeopleperceivethis asastatuss
ymbol, asenseof accomplishment.
ForAristotel, accomplishment requireshardwork, which meansexcellencelife. Wearing abig lo
goshirt for Aristotel, it is not anaccomplishment, sincepurchasing it doesnot accomplishanyhu
However, becausethewholesociety is sotakenin theideaof consuming. It is evenhard for peopl
eto escapefrom it, which areexactly what advertiserswants, which areexactly what advertisers
wantsto plant into people' mind.Dueto thereason, that enhancetheideaof acceptance,theideao
f fitting in to potential