janetthomas

 

In this essay I will attempt to explain how the study of psychoanalysis influenced the development of the consumer society and how we can resist its persuasions. During the Industrial Revolution manufacturers produced more goods than were needed and people had to be persuaded to become consumers to absorb them. The studies of Sigmund Freud were used to develop methods of manipulative persuasion by the advertising industry so that they could foster the growth of these consumers. Because advertising is so reliant on images and words, the study of semiotics was also used to help trigger emotional responses in consumers. The main emotional targets are consumers’ anxieties and insecurities. The consumer is told that through buying commodities, they will be able to satisfy their desires. The prevalence of advertising in modern societies has made it necessary to become a skilled reader of advertisements and to know what devices are…

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