|
Makale Özeti:
|
Humans are lonely since they settled, achieved transition to agriculture and began to collect properties. Equal distribution of resources and sharing of land and food turned into important issues. The sense of ownership prevailed, leading to major transformations in human psyche. Transition from the early age of settlement to the Industrial Revolution and its aftermath saw modern times and capitalism change the direction of the individual’s purpose of existence and survival. Purchase and consumption of products and services have become the human’s main agenda in modern times. Living without ‘things’ (all consumable products) at home or in social life puts the individual in an uneasy, uncomfortable and troubled mood. The individuals of modern times have to act in a planned way. Otherwise they will have left the secured zone they created, as they had been in early times of the age of settlement and agriculture. Beyond the secured zone lies an unknown territory, so that the individual has to return to it by all means. For example, she/he must carry a perfume and a deodorant on him/her at all times, otherwise the odors him/her body will give off every time her/him mood changes may turn her/him life upside down and make her/him lonely. But wasn’t the individual always lonely? The system creates loneliness within a perceived sense of socialization. Since the system plays with the individual’s perception, he/she feels ‘belonging’ to a crowd. However, the commercials as tales of continuous consumption and modern times only numb the individuals and prevent them from noticing their loneliness. This study reviews certain commercials sampled from a number of product or service commercials and aims to picture the system which is imposed and forced on the individual to redesign and recreate him/her. This study also aims to question how long the individual keep on defining himself/herself by consumption will.
|