{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

consumer as metaphor lecture

consumer as metaphor lecture - Consumer as Metaphor...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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.
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern