Advertising: Essay #4

Do you think U.S. culture is overly materialistic. Why or why not? If you do, what role do you think advertising has had in creating this state of affairs?

In my opinion the U.S culture is one of the most materialistic societies in the world. This fact isn’t something that I think about often but it was brought to my attention the other day when my 13 year old brother expressed that he wanted an Xbox360 for Christmas. When I explained to him that he just got a Wii for his birthday 3 months ago (and he only wants a 360 for one game) so he would have to pay for the system he was utterly flabbergasted that he should have to spend his own money for something he wanted, especially when his friend’s parents bought him the system. I’ll admit part of this is due to the fact that a) my mom spoils him and b) he’s yet to learn the value of earning your own money, but I was still slightly embarrassed that my brother would be so materialistic as to ask my parents to drop $300 for something that he would only play a handful of times.
The evidence of this materialism is everywhere. Not only among kids but in the men who go into massive debt so that they can have a new TV or car, and the women to trample (and kill) store employees so they can get the greatest sale on Black Friday. The materialism in this nation is enough that everyone should be sick that they participate in it. I won’t go so far as to day that I don’t have materialistic tendencies but, having been to 3 foreign countries, I can appreciate what I have a little better than most people.
Advertising is, without a doubt the biggest cause of this epidemic. When you see a sign announcing the newest ipod with ten times more memory you’re going to want to buy it. When you see the newest gaming system, you’re going to want to stay up to date and, for kids especially, stay ‘cool’. When a celebrity walks down the red carpet in the latest fashion people are going to buy their clothes so they can be seen as stylish too. If the enticement of advertising wasn’t set in front of us people would be not only happier, but less materialistic and more pleased with what they have.
I don’t feel, however, that advertisers can be blamed. It is truly a dog-eat-dog world and, to make money, you have to have a certain ‘want factor’ for your item (or service). Advertisers are simply doing their job (and a good job at it to) in flaunting their product. It gives companies money, keeps people (momentarily) happy, yet causes the horrible epidemic of materialism.