I have chosen to base my dissertation on advertising as it corresponds well with my previous project and also what I have decided to do for my interactive project. Advertising is something that is very big within the media, and now bares as much importance television programmes etc. Although I have not yet decided on a title for my dissertation, I am aiming to look at the influence of advertising on contemporary consumer society which will cover the ideals behind why we buy what we buy and how we are influenced in order to purchase the things we buy. I will be looking at the role advertising plays in consumerism today and what angles it takes in order to direct our interest into certain products, for example, style, composition and meaning. I will also be looking to how advertising worked in the past and argue the point whether there are other factors when looking at the see-want-buy process other than the subconscious pressure of an advert, e.g., is it our own culture or human desire that creates the want for something.
I have already looked at the well known essay, 'Postmodernism is Consumer Society,' by Fredric Jameson on many times with great interest as he refers to how we resort back to postmodern ideals when we look to consume something. This could be one argument but in my essay I want to look at modern influences as well as past. I have also found an article called 'Television and Interpersonal Influences on Adolescent Consumer Learning' by Gilbert A. Churchill, Jr.and George P. Moschis. I have not yet studied this in depth but I feel that it portrays some important points which could be useful within my essay. 'What consumerism means for marketers' by P Kotler is another source which I will endeavour to look at within my research.
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