Consumerism

Sigmund Freud 

New theory of human nature, through the use of psychoanalysis. Hidden primitive sexual forces and animal instincts that need controlling. It's a theory of human nature which argued humans as a species retain animalistic nature, the desire to meet every want to have immediate satisfaction. Society represses that, to give civilised society. Freud said we are constantly repressed, which is incompatible for human desire. The principle of pleasure, if needs are somewhat met we are pacified. 

Personality structure, ego is conscious, underneath lies unconscious of primal insticts.

Argues that the instincts are incompatible for civil society, which are repressed for a community to work.

Freud had theories about WWI claiming that the repression of human nature will eventually result in outbursts, causing wars. 

Edward Bernays 

Edward Bernays was Freuds nephew, knows the theories from first hand relationship. He has a background in propaganda and knowledge of Freud's theory came up with a new technique of advertising, became the birth of PR. A fusion of organised management with public opinion and business management. PR was a mix of propaganda and Freuds ideology. Bernays was employed to boost public opinion of brands and products.

His most famous works included works for cigarette companies, such as Lucky Strike, during the 1920's in the USA. During the 1920's it was taboo for woman to smoke in America. Bernays during the Easter Day parade hired New York actresses to dress as high society members, just as they passed by a symbolic point in the parade each of which took out a cigarette and lit it in unison. Due to the events calibre this moment was captured and spread across the media, the press were told the smoking was part of a political protest by suffragettes. "Not smoking, lighting symbolic torches of freedom" to signify their independence. From this moment the stigma around women smoking was removed and it suddenly became a symbol of feminism. 

Photo from Easter Day Parade

Lucky Strike Advert Post 

Politicians noticed how well this could work for promoting companies and adopted the techniques for themselves, therefore Bernays was employed by presidential candidate Coolidge. Bernays ran the campaign using celebrity endorsement and product placement. As he would do for any good advertising campaign, e.g. getting pseudo-scientific reports were 'doctors' supported Camel cigarettes, to give them more desirable qualities. 

Staged image of Coolidge, with celebrities

Fordism

Fordism, ford developed the production line, which rapidly accelerates the speed of production. A world of mass production rather than micro production. This type of production requires large investment, but increases productivity, meaning higher wages could be paid. 

This led to acceleration, due to the industrialisation and need in the market. Society becomes oversaturate with 'stuff, causing the possibility of overproduction, companies want to make more stuff to make more profit. Yet the market becomes oversaturated with things all the same, and people don't want to buy them anymore, therefore branding is invented. 

Companies need to distinguish the difference between their product and the competitions, products got 'human' names to make it seem like their products are more 'relatable and humanistic'. Selling products through a illusory idea that they would be satisfying a subliminal need, for example 'Aunt Jemima's Pancake Mix' needed an egg to be added but no others on the market did attaching an idea of creativity to a product, making that product desirable. 

Bernays was the first person to sell a car based on the idea that having such product is identified with masculinity. Playing on the idea that having a car made you not only more successful and desirable, but also more of a man. This technique was realised to advertising specialists globally brands suddenly became about the lifestyle that the products they produce would give the consumer access to. Seen both in the images below from Cadillac featuring the car only in the corner, giving the majority of the ad imagery to the estate and manor-house in the background, this is also seen below from Chanel in which by wearing Chanel No.5 you will achieve a certain level of desirability. The world of advertising began to see a shift between presenting a need to presenting a level of desire. 

Cadillac Ad

Need

Desire

Vance Packard identified the change from need to desire in advertising, highlighting the early basis of consumerism such as: 

• Selling emotional security.
• Selling reassurances of worth.
• Selling ego-gratification. 
• Selling creative outlets.
• Selling love objects.
• Selling sense of power.
• Selling a sense of roots.
• Selling immortality. 

Vance Packard - The Hidden Persuaders

People begin to look at PR as a social phenomenon:

1. A new elite is needed to manage bewildered herd – ‘manufacturing consent’
2. The idea that maybe you can apply these ideas to a social system. Walter Lippmman – Public Opinion 

Roosevelt, came into power, he said hell tax business more, put more constraints on the market and redistribute that into house building plans, and reinvest that into the ‘security’ for the American family – socialist plan.

1. Large companies disagreed with constraints, they came together to work against getting Roosevelt into power.
2. World fair, became a giant advertisement for consumerism in reaction to Roosevelt, a giant future world that is populated by things that are aimed to make life seem easier with these products, the event is designed to oppose the government. 

Freud argued that democracy and freedom are incompatible, by allowing people to believe they're free.