Stuart Ewen “Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture”

Stuart Ewen’s “Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture” delves into the rising use of productions lines and how it shaped consumerism. The worker became a consumer as factory owners realized that they could use the worker as means of selling their products protest became acts of workers wanting to be consume and the increases of wages strategically turned workers into advertising boards. The increase of wage was not thoroughly affective as there were still weaknesses such as the fact that not the individuals wage increase was not enough to make them into effective consumers. The use of advertisement mobilized the masses and made consumers feel desire for products they didn’t necessarily want or need. Through what can be thought of as mind manipulations ads made individual want items, their desires triggered by something in the ad which related to their belief, this belief structured by society or ones peers. This succeeded as a result of the consumer being able to see themselves or wanting to see themselves as the individuals in the advertisement.


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