8/6/2021 0 Comments The Cult of Celebrity In a broader sense, American consumerism can be defined as the process by which goods and services are produced in large quantities at minimal expense and then marketed to the consuming public. For example, most items bought in a traditional marketplace like a department store or a shopping mall are sold because of their low price and the feeling of satisfaction that one gets when he or she buys such a good. But American consumerism goes way beyond this. Might be you are wondering: do I have enough stuff for now? Many products are produced cheaply in the United States, but marketed aggressively to the consuming public as American-made products. Products such as "jeans" or "shirts" are examples of this. American consumerism is also reflected in the manner in which most consumers rely on advertising-supported products for the necessities of life. Most of the food that we consume is highly advertised through television, radio, newspapers, magazines, billboards, and other forms of mass communication. In a broader sense, American consumerism extends to the products that are produced and the way in which the producers promote their products. For example, thrift stores, which are a significant force in the development of new products, often advertise their products in ways that resemble conventional advertisements. This strategy helps to increase consumer awareness of a brand while also encouraging purchases. In fact, one of the most important characteristics of American consumerism is its embrace of individualism. In a country where it is usual for families to have two incomes, one income supported the family and the other income paid for necessities, most individuals tend to look at consumer goods as a way of enhancing their income. Thrift stores, which are some of the most successful retailers in the country, illustrate this point in an even more telling way. Most of the items that are sold at thrift stores are actually brand name items that have been marked down to almost below the cost of production. This allows individuals to buy these products for pennies on the dollar - a clear indication of how well-researched, cost-effective, and individualistic American products are. The impact of American consumerism goes far beyond the reduction of cost, however. The success of American brands means that their products become "trashy" quickly, often just after they hit store shelves. This trashy status of American goods lends them a distinct flavor, ensuring that consumers will keep buying them. Read more now about American consumerism on this page. In order to understand the depth and breadth of American consumerism, it is important to get a clear picture of how that culture works. The hallmark of American consumerism is conspicuous consumption. Virtually every item of clothing, food, and household goods is bought with the goal of showing off the purchase to as many people as possible. In turn, this form of conspicuous consumption is manifested in many different ways - the purchase of numerous small but useful objects, for example; the regularity with which clothes are cleaned, the fact that most purchases are consummated on the spot rather than stored for days or weeks before being worn; the fact that American families have remarkably large collections of television sets, and so on. American consumers are notorious for displaying an incredible desire to have things that are perfect and very new in their possession. All of these manifestations of the culture of American consumerism are rooted, at least in part, in the mentality of the wealthy classes in the US. For the members of this economic elite, the idea of a "American way of life" requires the immediate possession of a wide array of new or used possessions. The conspicuous consumption displayed by members of the upper class ensures that their brand of consumerism gains a widespread and loyal following among the masses, who are then treated to an endless parade of new and never-before-seen goods. To some observers, the phenomenon of American consumerism can be described as nothing short of a cult of celebrity: for every product that is sold in the US, there is a star or a former star who is selling a product of the same name. Check out this related post to get more enlightened on the topic: https://en.wikipedia.org/wiki/Celebrity_culture.
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