Advertising and consumerism is undeniably significant in modern society and this study takes an alternative philosophical approach towards the issue as well as considering modern thinkers that have discussed the medium previously.
Schopenhauer argued that an individual is controlled by their will and this leads them to live a life of dissatisfaction and suffering. This study shows that advertising does not produce this suffering but intensifies negative feelings because it forces desires on individuals. Schopenhauer argues that to discover metaphysical truth is a temporary release from this cycle and so this study also considers its applicability to contemporary society. The texts used will be ‘The World as Will and Representation volume I and II’.
Bataille considers how a homogenous society seeks to remove unproductive elements from this sphere but I argue that because modern society is dominated by capitalism and homogeneity, it seeks to remove unproductive behaviour from all of society. This study then examines how advertising could be used as a tool to remove unproductive or heterogeneous behaviour by shaping our desires. The negative consequence is that heterogeneous behaviour is inseparable from productive behaviour. This insight is taken from a collection of essays by Bataille.