Consumerism has emerged as the dominant ideology of mankind at the turn of the Twentieth Century. Even the socialist countries which had been criticizing the west stridently for its growing consumerism have been skillfully converted to consumerism by the irresistible forces of advertisement unleashed by Satellite Television.
Some political analysts attribute the disintegration of Union of Soviet Socialist Republics to the rising tide of consumerism brought about by mind-boggling advertisement of consumer products on satellite and cable T.V. by Multinational Companies. Many believe that Russians have exchanged their super-power status for fancy shoes and delicious American cookies.
We find the pervasive influence of advertisement in our daily life. Advertisement controls our life from morning to evening. It dictates the brand of tea with which we begin our day and the brand of laxative we take before going to bed at night. We have developed a liking for a particular Newspaper over the years.
We have been told that the paper has the largest combined sale in the country or is published from the largest number of places. And this paper gives us admittance into a whole wide-world of advertisements at the beginning of the day. While the man decides the exclusive brand of shirt he is to wear during the forthcoming annual review of performance by the top boss of the company from a range of readymade shirts advertised in the paper, the housewife makes up her mind to go to the "Fabulous Sarees" splashed in Newspapers, posters and pamphlet doing the rounds in the town.
The teenage daughter insists on wearing the Jeans worn by her favorite film star shown in the 'Film fare'. The 'only son' in the family is determined to make the life of parents a hell if 'Little Master Video-game' highly praised in the T.V. advertisement is not brought for him immediately.
With constant bombardment of advertisements on our eyes and ears, free-choice has almost become a relic of the...