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Every society has mythology In some societies its religion Our religion is consumerism Ellen Weis San Franciscos Museum of Modern Mythology Consumerism fuels the capitalist fire In a capitalist society the goal is to make money by whatever means possible exploiting whichever potential weakness that might exist The human race is one with a wild imagination and this wild imagination though a great strength can like all great strengths serve as a potential weakness It is our imaginations that advertising exploits and it is our imaginations that religion and myth traditionally played the role of satiating telling stories that have morals to them lessons to be learned Now consumerism fulfills this role The consumer ideology serves as the golden rule advertising serves as sermons products serve as our idoltry and just as religion instills faith at an early age so too does consumerism Ellen Weis qtd in Advertising Characters 1997 speaks from the perspective of one who is an authority on mythology Her analogy between religion and consumerism is an accurate one Undoubtedly shes referring to this role that consumerism is playing in stimulating our imaginations It does this by telling us a story with us playing the lead role painting a picture of life as being better with the products being sold to us Our imaginations are carried away by these stories We want to believe them because they make sense of the world We want to believe that all it takes to be happy is a trip to the store This making sense of the world and simplifying to such a triviality is exactly the reason why myths are created For example nearly every cigerette ad features a picture of an ideal person smoking their brand ideal at least by the standards of most people who long to be accepted For women the smoker typically has long blonde hair a beautiful smile and perfect white teeth The ads that
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