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Consumer culture has become part of out identity and our lifestyle.
''Branded lifestyles are not merely superficial veneers on deeper identities but have to some degree become substitute identities'' Benjamin Barber
We have become subdued to the power of the brand to define who we are as people and the power of advertising that relates to are identity.
Theorist Karl Marx agrees with my theory by stating
''for it's only when they purchase things that they find momentary gratification and escape from the alienation that plagues them''.
In this quote Marx is talking about how the society feels alienated by a vicious cycle of work to buy the things that we want from the advertisers who tell us we need this stuff.
Consumers have begun to get lost in advertisements as there are to many around according to Jean Baudrillard. In which we cancel each advertisement out unless there is a factor that appeals to our emotions that leads us to purchasing that product.
It can be argued that capitalism has been replaced by consumer cultures in which has lead to a world of hyper reality. It has become that we cant distinguish between the real and the hyper real. Do we but products because we need them. Or do we just buy material products to keep up the trend. In the words of Madonna ''we are living in a material world, and Im just a material girl''