The Role Of Materialism In Advertising

Although our new generation lives in a world full of inventions and material goods created to meet and facilitate our daily needs, advertisements of such goods and services impose we depend on purchases to fulfill our lives and achieve true happiness. Unfortunately, the illusion of happiness created through commercials, magazines and social media place many of us in a position where we believe materialism equals having an enjoyable and happy life. It is common for us to want a new phone, new clothes and even a new car; all these materials goods are part of our lives and we tend to work to be able to afford what we would like to have. However, materialism can start affecting one’s life when purchasing material goods are used to fulfill needs

For instance, Nike is an athletic brand leader that utilizes different kinds of advertisements to convince their prospective consumers to purchase their products. Many kids and teenagers watch Nike commercials with famous athletes wearing this brand; these athletes inspire many people in the world being transformed into role models. Nike’s clothes and shoes are often bought by parents due to the fact their kids ask for those products based on what they watch and hear through advertisements, and also to fit in with their peers who possess such products. Another example with this same brand is that they use emotional appeals in their commercials to target specific consumers. Some of Nike’s commercials bring awareness to certain society’s issues such as seen in the commercial “What Are Girls Made Of” where they encourage women to deviate from societal norms. However, Nike utilizes this same commercial to encourage women to buy their products by utilizing strong female athletes wearing their brand, imposing their product support the idea of becoming an independent strong woman. As a result of advertisements such as the one mentioned above, many products and services are being purchased based on the idea and message they are able to pass to their consumers, and not due to the realistic need of such

The value currently being given to a materialistic life has affected many individuals negatively as we can see on several types of research as mentioned in George Monbiot's essay. Materialism can be defined as “a value system that is preoccupied with possessions and the social image they project” (Monbiot). The importance given to material goods can destroy relationships due to a constant competition of who possess more material goods, affecting one's social development and social skills. The vicious cycle created by this value system focuses on making people want and search for a social status demonstrated to our society by today’s media sources, making many believe that being materialistic and having more possessions is the only answer to their pursuit of