In our actual society, it's common to see publicity in every place we stay. Constantly, we are bombarded with advertising on different medias: our cellphone, TV, social media, almost every webpage we access, street, etcetera. Certainly, we are guided for money, shopping and reatail. Thinking about this situation makes me reflex about how is the state of society. In fact, we are a consumer society.
It works according to a logic ...
As an anthropology student, I had studied hunter-gatherers societies. According to their lifestyle, they have less necessities versus high resources. Their principal objective is survive, in other words, their principal concern is eating and, in this case, food is provided by nature. Because of this, they have a lot of leisure time. Contrary, our occidental lifestyle works according a logic of limited resources.
While, standars of technology moves us to increase our material possesions, publicity influences on us in order to create new necessities. Day to day we need more, while we live in a life where we need to work many hours a week to survive, to please this new created necessities. For example, to purchase a new cellphone, other TV or car.
To finish, merchadising operates with the domain of consumer goods, making on us, necessities which are limited (shortage paradigm). At the same time, it influences on us with adversetising , affecting in our impulses and emotions to make us wanting more and more.
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