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Exactly, in a material economy, advertising is less effective, because goods primarily satisfy material needs rather than social wants.

In a positional economy, the primary value of the product is the fulfillment of social wants rather than material needs.  See Naomi Klein's No logo the product that is being sold is not its physical manifestation, but the social construction created by the marketing folks.

When I previously worked in healthcare, I remember sitting through a presentation in which the wonders of medical marketing were extolled to us.  Think now about the pharma industry, and the impact that this phenonmenon we're discussing has on the provision of healthcare.

It diverts research and development away from the production lifesaving meds, and instead focuses on the creation of lifestyle drugs.  

Instead of curing cancer or AIDS, these unts are working on getting grandpa a hard on. The miracles of modern science.

And I'll give my consent to any government that does not deny a man a living wage-Billy Bragg

by ManfromMiddletown (manfrommiddletown at lycos dot com) on Sat Oct 20th, 2007 at 03:33:34 PM EST
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