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Задание

27
Янв
2016

Kim Janssens Living in a material world

Kim Janssens Living in a material world

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Because advertisements are designed merely with the purpose of influencing our buying behavior, advertising is often pinpointed as the driving force behind creating (unrealistic) desires and luring people into consumption. More specifically, I examine how materialism (in the form of attaining status goods to enhance one’s prestige) can be utilized to achieve one’s mating... Hence, the notion that advertising may trigger materialism seems quite obvious and intuitive. Therefore, this dissertation addresses the question of whether advertising has an effect on the adoption of material values. The extant evidence, however, is relatively scarce and mostly correlational, precluding causal interpretation. Advertising is present in every aspect of our lives: it reaches and persuades consumers through different channels and media. First, materialism is approached as an active construct and as a means to achieve a specific end. To this end I look at the concept of materialism from two perspectives.

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