This lucid introduction to the sociology of consumerism examines the relationship between production and consumption in late capitalist societies. The historical and theoretical discussion provides the student with the tools to examine key themes in the sociology of consumption. After a detailed historical overview of the advent of consumer society, Peter Corrigan examines theoretical accounts of consumption and consumer practice, including: Veblen and conspicuous consumption; Mary Douglas on the world of goods; Jean Baudrillard on the system of objects; and Pierre Bourdieu on cultural capital. This historical and theoretical discussion provides the student with the tools to examine key themes in the socio
Chapter 5: Advertising
Readers of Max Weber (1976 ) and Colin Campbell (1983,1987) will recall that capitalism had to overcome traditional attitudes to work and accumulation in order to make any headway. For example:
a man … who at the rate of 1 mark per acre mowed 2½acres per day and earned 2½marks when the rate was raised to 1.25 marks per acre mowed, not 3 acres, as he might easily have done, thus earning 3.75 marks, but only 2 acres, so that he could still earn the 2 ½marks to which he was accustomed. The opportunity of earning more was less attractive than that of working less. He did not ask: how much can I earn in a day if I work as much as possible? but: ...