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Causes and Effects of Consumer Culture
In the mid-nineteenth century, the global business market had been improved by the introduction of mass production and management for the industries. With the increase of income and level of education, the consumers had higher purchasing power to fulfill their needs as well as their desire (Miller 1981, quoted in Featherstone 1991, 172). The consumer culture was later brought by the various advertising paths in 1920s (Featherstone 1991, 172). Consumer culture is the global trend which most people are aspired to buy goods and services that are not necessary for life (Belk 1988, quoted in Varman and Manohar Vikas, 3). The three causes of the consumer culture are motivation of advertisements, materialism among nations and the growing of high standard of living. The first cause of the growing consumer culture is the misleading of advertisements. Consumers are bombarded with many advertisements from different sources of media. According to Appadurai (1996), quoted in Varman and Manohar Vikas, pg4, media is powerful to cultivate the cultural flow among people. Companies have granted this opportunity to grab attention and interest of consumers. To encourage consumptions, company leaders tend to use ambiguous images and words to relate their products and the consumer’s lifestyle in the advertisements. Consumers will be more concerned and grow strong desire to own the products to make their life better. False needs created by the advertisements are the main root that consumers get trapped into massive consumption. Besides, materialism also leads to the modern consumer behavior today. Nowadays, people are influenced by the unrealistic images of life shown by the media. Consumers often lose their logical thinking and judge that the fulfillment of materials can bring happiness to life. Working populations start to struggle for more money to meet their excessive desire (Schudson 1984, quoted in L. Richins, 1987, 352-356). People...
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