consumer as metaphor lecture

consumer as metaphor lecture - Consumer as Metaphor...

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Consumer as Metaphor Metaphors – stories that allow us to grasp deeper meanings of items In allowing us to focus on one aspect of a concept, a metaphor can keep us from  focusing on other aspects of the experience. Consumer – consumer is someone who uses things, who consumes them according to  their individual tastes and based on their financial resources for doing so. (Common  Sense) Uncommon Sense Desire does not desire satisfaction, desire desires desire. In the properly working consumer society, consumers seek actively to be seduced. The central function of marketing and advertising is the creation of desire – to bring into  being wants that did not previously exist. A man who is hungry need never be told of his  desire for food. (Galbraith) If we truly wanted or needed something, there would be no need for advertising. We  would seek out these products on our own. We are conditioned to desire in away that is functional for those that produce. We are  conditioned not to need anything that cannot be cheaply mass produced. Do we have an identity or do we have to buy one to really have one?
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This note was uploaded on 03/19/2012 for the course COMM 245 taught by Professor Young during the Fall '08 term at University of Delaware.

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consumer as metaphor lecture - Consumer as Metaphor...

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