Advertisement is the main tool to sell the product. In North America television commercials play a great role in the purchasing decisions consumers make. Advertisement encourages consumerism and materialism. It is used to distract consumers from rational thinking and to make choices that would comfort their physical selves. One of the most influential aspects of business is marketing.
North American television commercials are very influential in North American society. It is obvious that the main purpose of these commercials is to sell products. Integrated into the commercials is the idea of consumerism. Consumerism can be related to mass production and mass consumption. In order to make large amounts of profit, North American companies would have to mass produce and in result, encourage the audience to mass consume. In order to accomplish that goal, consumerism is inscribed into their television commercials. Furthermore, the idea of consumerism eliminates any sort of individuality. Mass consumption, which is encouraged through consumerism, of a product means that the majority of the population would own that exact product. Therefore, directly or indirectly, the television commercials eliminate individuality. Materialism is another element found in commercials once they have been dissected. This element is a method of selling products, as it promotes the highest value only in a person’s possessions. The idea that a product of a certain company has the highest value in life develops a desire in a person to obtain this product and suggests that this value cannot be achieved otherwise. Similar to television commercials, hypnopaedia serves a similar purpose in Huxley’s Brave New World. In the Brave New World, the purpose of hypnopaedia is to obtain social control, which is achieved by encouraging materialism and consumerism to its audience. Near the end, the world controller, Mustapha Mond, explains that the people need to experience new things; rather than stick to one, such as Shakespeare, as it is an attractive art that stays within people. This is based on the idea of consumerism Materialism and consumerism need to be present in Huxley’s society in order to maintain social control. Social control is essential for the well being of society. Social control ensures that there are no problems arising, which could threaten the stability that society has achieved. Therefore, materialism and consumerism are both promoted by hypnopaedia. They ensure the stability and social control the world state desires by distracting them from things such as close relationships, which are eliminated as they are a great source of stress. Furthermore, the idea of hypnopaedia on a large scale eliminates any sense of individuality, since everyone would behave and think in a similar manner. This can be related to North American television commercials, as they also eliminate individuality. North American television commercials and hypnopaedia use the concepts of materialism and consumerism to achieve their respective goals, as they serve a similar purpose. The purpose for an idea is useless if it does not have a working mechanism. Therefore an effective mechanism must be associated with the purpose.
To be successful in selling the products, the television commercials need to have an effective mechanism. The primary purpose of commercials is to sell as much as possible. A very effective mechanism to achieve this goal is by aiming the commercials towards young children. This is effective because, as the children grow older, the effect of the commercials stays with them and the children stay loyal to the respective company. Companies often use elements which are attractive to young children to market their product as well. These elements include hairy and fuzzy animals. The marketing of merchandise based on the popular pre-school TV programs Barney and Teletubbies marked the beginning of identifying toddlers as a consumer market. Also, a commercial is often seen to be repeated within a matter of hours or even minutes. A study from urban dreams, states that an average 20-year old American would have watched over one million commercials over his/her life. Sometimes, a commercial is played simultaneously, in order to portray the message in the commercial. This is another mechanism used, as it repeatedly targets potential buyers. A person is more likely to buy a product if it is presented multiple times, which is the effect of the repetition of commercials. Similarly, in the Brave New World, hypnopaedia starts at embryotic stage, where a human is in its early developing stage and it continues to early childhood. This mechanism is used for the same reason as television commercials, to ensure the loyalty to the world state by doing what they have been taught by hypnopaedia.
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