Many of the ideas presented in The Persuaders, a documentary on the advertising industry by Frontline PBS, both shocked me and rang alarmingly true. The line that struck me most was, "Loyalty beyond reason is where the profits lie." As sickening as this concept is, I think we can all accept that there's truth to it.
Humans feel the need to be accepted, and when they're not receiving the validation they want from the people around them, they turn to something with which they can affiliate. This is where advertising is successful. Cults require social sacrifice and the worship of an immediately visible leader. Brands are simply more convenient. They require monetary sacrifice of a certain, specified amount, and you don't ever have to see the faces of the people whose pockets you're lining. And all the while, your affiliation with that brand gets you the social acceptance you have always longed for.
When an individual becomes affiliated with a brand to the extent that they are tracking the new releases of a company and constantly consuming so that they can remain "cool," the companies have succeeded. Loyalty beyond reason, loyalty that is so deeply ingrained in a person's mind that they have adopted a brand or company as part of their identity, is where the profit lie and companies score big.
Supreme is successful because it provides lonely, self-relenting teenagers with an outlet that makes them feel important and/or distinguished. Youtube stars are successful because the idea of a subscription gives people a crowd with which they run, even if they never see the faces of the people with whom they're affiliated. Popular culture is built on affiliation and marketing success depends on riding that wave.
While I have no conclusive answer as to how we should address this or what, if anything, needs to be done. But we should be cognizant of it. Otherwise, we will simply be pawns in the game.
First of all, I really like your title as it draws the reader (well me at least) in and is relevant to your audience because the class who will be reading this has also seen the film which you are referring to. I also very much agree with your stance on this film and the different points it made. I think it's a shocking but true realization that people follow brands in a cult-like manner. I had noticed this throughout the years but had yet to put words to this action. I especially resonated with your comment about the brand Supreme because I remember in middle school when sporting that logo was so popular, even if the actual product would cost way less in any other brand. It shocked me to see how many people were willing to pay hundreds of dollars on a product that was no where near worth that in my opinion (things like sweatshirts, socks, tee-shirts). I agree as well that something should be done about this mentality, for I fear that if gone too far our society will be lost, or at least more so than it already is.
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