Lecture 9: Consumerism - Persuasion, Society, Brand, Culture

Link between consumerism and our unconscious desires

Sigmund Freud

1856-1939

Psychoanalysis – method of treatment

Constantly repressed for the sake of keeping a civilised society. We don’t do the things that we want, we do what we think is right and will keep people happy.

The conscious mind = tip of giant iceberg

Fundamental tension between civilisation and the individual. We must suppress our animalistic instincts to maintain a level of civilisation.

Edmund Bernays

(Frued’s nephew)

Employed by public information during WW1 (propagandist)

Bases all of his ideas on the ideas of Freud mixed with propaganda, known as Public relations. He called this new discipline propaganda because he was aware it was similar and although the stigma associated with this label is negative, he was fully aware that that was what he was producing.

‘Torches of freedom’ : 1929 Easter day Parade

Glamorous women in a parade and then all in unison lit a cigarette (women could not smoke during this time period). This was a political protest by a group of suffragettes, lighting symbolic torches of freedom. Smoking becomes a symbolic act of freedom, but this has now meant that smoking is seen to be feminine.

Tactics of PR:

Politician became aware that celebrities (desire to be loved, have status, be in charge etc.) could endorse products so that more people will buy.

Attach desirable qualities to things that wouldn’t normally have those particular associations.

Fordism: Henry Ford 1863-1947

Taylorism to car factories of Detroit

Society becomes oversaturated with stuff because things can be mass produced on a production line, over production becomes a crisis. This means that people think they have enough stuff and they start to think that they don’t need to buy anything else. Branding was invented during this time because companies need to distinguish their products from all the other similar products. The products need to have an identity that makes them stand out. To make them more desirable companies were humanising products, promising success, love or domination with the use of the product, or fulfilling peoples known desires (sexual attraction/appeal).

Consumerism as social control

You are creating desires; people do not actually need the products.

‘The hidden persuaders – Vance Packard’

Marketing hidden needs (products which can promise these things will sell better):

·       emotional security -

·       reassurance of worth – human instinct to be loved

·       ego-gratification – the product promises you to become the person you desire to be, not who you are

·       creative outlets – products that are seen to be creative and ‘cool’ will be more desirable

·       love objects – things that will make you more sexually desirable is something that many want

·       sense of power

·       sense of roots – you’re buying into your place within that community e.g. being more ‘American by buying the American beer

·       immorality – dead, but still having an influence because of the legacy created

All of these marketing strategies are working so easily, so people started to wonder if they could apply these marketing theories to the organisation of society? Can create a social system that will be harmonious, organised and people would be happy.

Russian revolution (1917)

Consumerism keeps us happy.

Booming consumerism in America happened at such a pace that it lead to a depression, lasting years. 

THE GREAT DEPRESSION

Black Tuesday 24^th October 1929

Caused market crash, leading to great depression throughout America creating a crisis

Roosevelt and the ‘New Deal’ (1933-36)

Tax people more, regulate market, put restraints, re-invest the money that is made into housing, infrastructure and welfare.

People did not like the idea of being told what to do, so they all worked together to try and get him out of power. The publicity stunt to try and suggest that consumerism would solve all problems and that products could provide you with the thigs that you are desiring or missing in your life. This is to try and oppose the government

Conclusion:
Consumerism is an ideological project
We believe that through consumption our desires can be met
The consumer self
The legacy of Bernays/PR can be felt in all aspects of 21^st century society
The conflicts between alternative models of social organisation continue to this day
To what extent are our lives ‘free’ under the Western Consumerist system? (illusion of free choice)