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Lecture 3

Sociology 2172A/B Lecture Notes - Lecture 3: Consumerism, Marketing Strategy, Hippie


Department
Sociology
Course Code
SOC 2172A/B
Professor
Gale Cassidy
Lecture
3

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Week 3 Jan 23/13
* Responsible for History readings even though no lecture
Consumerism
- the mall is community focused
- we buy things because we think that we need them
- consumers are rewarding corporations by buying what is suggested
- 1950: we spend $ we’ve earned to buy things we need to impress people we like
- 2000: we spend $ we haven’t earned to buy things we don’t need for people we don’t
like
What is Consumerism
Consumerism: is the preoccupation with the acquisition of good to satisfy needs through
material things
- 20% of the industrialized world are using up 80% of natural resources being
consumed also producing the access waste
- avg American uses 30X the goods of those in the developing world
- associate success with new & better things
Cycle of Consumerism
Advertisement Purchase Indebtedness Alienation
1) Advertisement
- tells you what you need to me happy/successful, ect
- we know on some level it’s not true
2) Purchase
3) Indebtedness
- spent money on what the advertisements told you
- may need to adjust budget, second job
4) Alienation
- disappointment; product failed to do what it said
- another add comes along and says you need ___________
- keeps going around and becomes a compulsive addiction
Role of Advertising
- people remember very few ads; just remember the impact of selling to us
- to manipulate us into buying with little reflection
- impulse buying choices
Advertisements
- appeal to our insecurities (hygiene, toothbrushes) (eg. Vaginal bleaching)
- solve our problems (how we look, relationships, parenting)
- achieve happiness & freedom
- restrain our distaste have us not think about the neg. impacts of the products (eg.
car ads)
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