Chapter 26 10/28

In this chapter, Haug’s ideas on the power of advertising are discussed. He believes humans have been reduced to objects, no different from something like peanut butter or soap. Haug argues that these items need to be packaged correctly in order for them to sell and through the power of advertising, this is now what many people believe about themselves as well. People want to “package” themselves as best as possible in order to get the best job or find the best sexual partner. An advertisement from a magazine reads, “You can sell yourself better in a new suit”. This gets people to think they need the newest and most high quality suit in the store in order to make themselves look good. The author points out that today, sellers of items have used aesthetics to seduce us into believing what they are selling. He also mentions the fact that consumption is no longer a task for the stores, but has turned into a source of pleasure for many as they try to improve their appearance, which makes shopping a way of enjoying oneself.