Consumerism

Persuasion, society, brand and culture.

Sigmund Freud (1856 - 1939)
- New theory of human nature
- Psychoanalysis
- Hidden primitive sexual forces and animal instincts which need controlling
- Fundamental tension between civilisation and the individual
- The Pleasure Principle

Edward Bernays (1891 - 1995)
- Press agent
- Employed by public information during WW1
- Post-war set up 'The Council on Public Relations'
- Birth of PR
- Based on the ideas of Freud (his uncle)
- 'Torches of Freedom' 1929 Easter Day Parade

Fordism
- Transposes Taylorism to car factories of Detroit
- Assembly line
- Standard production models built as they move through the factory
- The model T Ford 1908 - 1927
- 1910 - 20,000 produced and sold at $850

The consumer self allures audiences as it gives you an idea that your making yourself more desirable.

Vance Packard 1957 - Marketing hidden needs
Selling:
- emotional security
- reassurance of worth
- ego-gratification
- creative outlets
- love objects
- sense of power
- sense of worth
- immortality

'Manufacturing Consent' 1920
A new elite is needed to manage the bewildered herd

Walter Lippmann - 'Public Opinon'

The Great Depression - social bankruptcy
Roosevelt 'The New Deal' (1933 - 36)

'Democraticity'

Consumerism is an ideological project