A rough abstraction of winayas essay
From Mod Mania
It is just a bit of my abstraction for mod mania 2nd project, comments are really welcome.
In my essay, I will investigate more about the relationship between advertising, modification, and the control of modification – copyrights, patents, trademarks, or laws.
I will explore how the cultures of marketing, especially advertisings have come to influence (either good or bad) not only the economic condition of a producer, a consumer, or a country, but also someone’s “culture”, called “consumerism culture”-the way how people think about consumerism.
This “culture” promotes people to think that consuming is a habit, it is a nature. It is a nature to exploit one’s “real human” desire – always want to have more and not easy to satisfy with what he/ she has, so that he/ she can be “accepted by the world”. It also encourages people to yearn a better life and find the solution to control the huge spending of consumerism. They find it by working on (producing or modifying) something rather than always get large costs for consuming.
"We are in the perpetual state of yearning, but the yearning may be for less, not more, for a simplification of existence that allows the poor to rise, the rich to level off, the other species to survive, and the world to go on. But we lack the knowledge or the will to achieve all that, and so we want and do not want, and weep without knowing it. (Rosenblatt, R 1999)"
"Exploiting their monopoly power, firms manipulate the preferences of consumers through advertising in order to create new (false) needs, often for “conspicuous consumption”. As a consequence profits increase and consumer spending rises, to the point where consumers enter a “work and spend cycle,” where they reduce the time devoted to leisure activities, or at least they curtail the increase that would have accompanied productivity and wage increases. (Benhabib, J 2002)"
This action called modification. Modification, which also, means alteration or the act of making something different (Google, 2007), will then controlled by copyrights, patents, or trademarks.
Further details will be explain in my final essay, which is still in the progress…thx
essay:
Nowadays, advertising generates strong feelings to the societies, especially consumers and producers. Recently, there is a major debate about how advertising influences (either good or bad) and persuades not only consumer’s preferences but also affects the distortion of producers’ competitiveness. These influences motivate a social change where customers are forced to return to the concept of production to achieve a better life. This returning production concept can be differentiated into modification or copying. In order to distinguish between modification and copying, there is a copyright, patent and trademark. This essay will examine how advertising, modification and copyright relate each other.
Advertising is paid and/or sometimes free communication through a medium which the sponsor is identified and the message is controlled (Wikipedia, 2007). It is a communication which has always openly acknowledged that its purpose was to have big effects on the real world, publicly and individually. First of all, the advertising industry, which is huge and increasing, has a serious impact to the global situation. It generates most of the nation’s income and supports employment. It can be seen as essential for economic growth. TNS Media Intelligence reported, in the United States alone in 2005, spending on advertising reached $144.32 billion (Wikipedia, 2007). Also, according to a report titled Global Entertainment and Media Outlook: 2006-2010, worldwide advertising spending was $385 billion. In addition, directly and indirectly, some 90 percent of the American work force is in the business of producing consumer goods and services. Consumer products and services; and also how they manipulates consumer preferences through advertising, (are believed) make up what we are (Rosenblat, R 1999).
Afterwards, advertising is directly affecting the “consumerism culture” (the way how people think about consuming). People are now more likely to believe that the good life can be had from material goods. Firstly, advertising creates a world view that consuming is a nature. Much of advertising’s control comes from this principle that it does not have an effect on us. “This is the secret of propaganda: those who are to be persuaded by it should be completely immersed in the idea of the propaganda, without ever noticing that they are being immersed in it” said Goebbels, J in Kilbourne , 2006 report. A prosperous, out of reach lifestyle to consume will increasingly seem normal and therefore necessary to be reached. Because we assume advertising is insignificant, we are less on watch, less critical, than we might otherwise be. For example, around 10 years ago, people think that mobile phone was a luxury item, however, nowadays; because of the massive advertising about the mobile phone as a primary lifestyle, the mobile phone has become a basic need. Moreover, only businessmen were using a mobile phone in 10 years ago, but now even 8 years old children have already used a mobile phone. These examples prove that advertising has changed the nature of consumerism.
to be continued...^^
