Sociology 2172A/B Lecture Notes - Lecture 4: Buy Nothing Day, Robin Leach, Gordon Gekko
10 Feb 2015
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3 approaches in advertising: positioning approach, parity products- products that are basically the same, like pepsi and coca cola, soft sell approach, mostly about lotion products. Consumerism- consumerism is the preoccupation with the acquisition of goods to satisfy needs through material things. Things have changed over 50-60 years from people buying only the things they need to buying things they don"t need to impress people they don"t like. Role of advertising is to manipulate us into buying with little reflection; it wants us to buy on an impulse. Advertisements: appeal to insecurities, solve our problems, achieve happiness and freedom (the more you have, the better you feel, restrain our distastes. Lower-class marketing: associate success & social standing with a product. What are the consequences of consumerism: decreased savings, consumer debt, personal bankruptcies, credit card ownership. Henry ford- you could have his cars in any color as you wanted as long as it was black .
