Sigmund Freud creates psychoanalyse (1858-1939)
Freud argues that human follows its animalistic instinct , is born with it.
Modern society creates laws,rules and lifestyle that restrict our desires,will and instinct, heading society to a state of permanent unhappiness, repressing our natural urges.
Conflict between civilisation and modern society, and as consequences, terrible actions are made, for instance wars .
Freud's nephew Edward Bernays , founder of Public Relations.
Half propaganda/ Half press agent.
Based on his uncle's ideas.
Fordism (1863-1947)
Invention of Ford (car's company) and the beginning of mass production crisis
- Marketing hidden needs, By Vance Packard
-8 psychological techniques found on advertisement to help sell a product.
- Selling emotional security
- Selling reassurance of worth
- Selling ego-grafitication
- Selling creative outlets
- Selling love objects
- Selling sense of power
- Selling sense of roots
- Selling immortality
After Russian revolution, the West was scared of this idea os revolution would cross the oceans and alter ate their consumerism system.
In consequence, the Great Depression occurs in America (1930's)
Then, Roosevelt and "The new Deal" comes to America ( 1933-36)
Charging citizens taxes and using the money to expand their manufactures, and get back to business of consumption.
Bernays was involucred in this movement and was one of the main propulsory element for this to happens.
World's fair, a celebration of all the products you could buy in America
-Vision of the future
-Consumerism a ideological project
-Thought consumption our desires will be met .
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