Fashion Addiction

Today, the impact of advertising on consumers’ behavior can hardly be underestimated. Consumers are vulnerable to the permanent impact of advertising from different media and the development of modern technologies increase the impact of advertising on consumers’ behavior even more. In such a situation, the risk that consumers will turn into machines conditioned by advertising increases, whereas the consciousness of consumers and their ability to make independent choices fade away steadily.

In actuality, advertising shapes consumers habits because consumers tend to buy products that are the most promoted and well-advertised. In this respect, it is possible to refer to the article by Delia Cleveland, who depicts her personal experience as a consumer addicted to fashion: “I wore a designer emblem on my chest like a badge of honor and respect. But the unnatural high of sporting a pricey label distorted my understanding of what it really meant to have "arrived."” (Cleveland, 217). In such a way, the author was the victim of advertising because people recognize brands and labels due to their advertising. The more advertised a product is the more eager are consumers to buy it. For instance, they cannot keep from buying products of a particular brand, regardless of its quality.

Furthermore, advertising seduces consumers forcing them to make choices in favor of the product being advertised. For instance, Delia just was “looking fly, and that was all that mattered” (Cleveland, 218). Therefore, she bought thoughtlessly products she knew about from advertising. In this respect, it is possible to refer to the example of the Roca Wear ad, which creates a positive image of the brand and stimulates consumers by the Roca Wear products. Consumers associate Roca Wear products with positive image of a person who wear them.

In addition, consumers cannot control their behavior and buying habits as is the case of Delia that proves the necessity to ignore the seduction. For instance, Delia recalls her personal experience: “ I'd cut a class or wouldn't bother going to school at all, unable to bear the thought of friends saying that I had fallen off and was no longer in vogue” (Cleveland, 218). In such a way, it is obvious that she has lost her true identity and her buying habits were oriented on her peers’ opinion and images created by advertising, while her personal choices are apparently oppressed. At any rate, it is impossible to trace any sign of a conscious choice made on the ground of her personal preferences but not on the ground of advertising or brand’s popularity. Therefore, it is necessary to ignore advertising and intentionally chose products different from those one has already got accustomed to buy.

Thus, today, advertising is the major influence on the society and consumer behavior. Delia’s habit to wear a designer’s emblem on her chest is the manifestation of her psychological problems because she is dependent on certain brands and she pays little, if any, attention to the quality or price of products she buys. In fact, many people like Delia are interested in consumer goods because they are renowned brands and they believe that brands elevate the social status of an individual.

References:

Cleveland, D. (May 2001). “Champagne Taste. Beer Budget.” Essence Magazine.