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Douglas Kellner

In: Consumer Culture, Modernity and Identity

Chapter 7: Fashion, Advertising and Identity in the Consumer Society

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Fashion, Advertising and Identity in the Consumer Society
Fashion, advertising and identity in the consumer society
DouglasKellner
Introduction

For decades, billions of dollars have been spent on advertising in contemporary capitalist societies, often more than on education. When one considers that an equal amount of money is spent on design, packaging, marketing and product display, one sees how much money is squandered on advertising and marketing. For example, only eight cents of the cosmetics sales dollar goes to pay for ingredients; the rest goes to packaging, promotion and marketing. Consequently, a tremendous amount of resources, talent and money is invested in advertising.

The expansion of marketing and advertising was a necessary consequence of the system of mass production developed in modern capitalist societies. By the early years of the ...

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