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The Advertised Life According to Vanderbilt In Vanderbilts The Advertised Life he argues that in our culture full with traditions and values has assimilated to consumer culture which is full of marketing persuasion and buying trends The idea of freedom of choice where one can make a decision for oneself without any biased third party is long gone The modern version of freedom of choice is in which the individual can only between Brand A and Brand B In this life every choice purchase attire and lifestyle is supersaturated and bombarded with advertisements compelling consumers to make products or the lifestyle behind the product essential to the consumer In todays society every sort of public space like billboards walls Internet and radio waves are used to assimilate people into this advertised life We identify ourselves only as consumers Every aspect of our lives is intertwined with advertising therefore we live the advertised life The power of advertisement has modified the mind of society in which advertisement has the control of the mass culture even if the consumer has no previous knowledge of this action or willingly or unwillingly to accept this Advertisement does this through the means of alternation of demographics perpetual idea passive consumers consumerist democracy and branding Using demographic analysis and trends of consumers advertisement can alter or influence trends and demographic groups in order to suit the corporations through the use of advertisement If the latest demographic trends do not favor drinking hard liquor the companies who are involved in hard liquor production will not easily take a decrease of annual sales Rather companies will spend a multi million-dollar campaign including ads in magazines and sampling events 131 These tactics will convert the trend to favor liquor-related companies Another technique corporations use is to expand to larger markets or even other countries In order for marketing to work correctly and effectively in another country marketing must have respect for the local
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