Publication (142 pages).

view of the current world. The manipulative
ability of big business via advertising has been
identified as potentially destructive, despite
continual acceptance of billboards and print
ads in both the public and private spheres.
Planned Obsolence
Stemming from the marketing revolution, planned obsolescence is a key aspect
of maintaining high purchasing levels and ensuring large profits, by encouraging
repeat purchases of products that the customer already has in their possession.
Planned obsolescence takes two forms: aesthetic, and physical. Aesthetic
planned obsolescence relies on the concept of taste and the cycle of fashion,
wherein certain types or styles of products may be more desirable at a certain
time than others. This is especially true for clothing, but also applies to home
décor, household appliances, and vehicles. Aesthetic obsolescence is the change
in appearanceof a product while maintaining its original function. This may
occur in something as simple as commodity packaging or advertisement wording,
but can also be a change in shape or colour of the physical product that
does not enhance its function. Aesthetic obsolescence keeps consumers aware
of ‘new’ or ‘hot’ items promoted by advertising and keeps profits high by encouraging
early discard of functioning goods due to the purchasing of newer
items. Planned obsolescence also exists in the physical alteration of goods. Unlike
aesthetic obsolescence, it relies on actual engineering changes to promote
an altered function of the object. It does so in two ways: first, it creates products
that are similar to pre-existing ones but have one small new function, making all
previous products without the additional innovation obsolete. Second, it may
deliberately shorten the life span of a good by creating a weak or substandard
product. Common household appliances are often manufactured with a ‘death
date’, forcing them to stop working after a set period of time thus making the
owner purchase the product again, maintaining high volumes of production
and company profit in many manufacturing fields. The introduction of planned
obsolescence altered the consumer perspective; consumers no longer look for
durability in products and instead consider disposability of an item. This decreases
long-term attachment to an item and instead encourages a ‘throwaway’
culture wherein people evaluate goods based on their disposability, keeping in
mind they can always buy another item if they do not like it or need the commodity
they have. Industrialization appears to fit modern ideas that include
freedom, reason, and progress by encouraging discipline, labour and work ethic.
However, the wants/needs cycle paired with advertising encourages immediate
satisfaction and gratification, making work ethic and long-term goals harder to
encourage and support within consumer society. This leads to a decline in the
interests of production and a shift towards consumption as the primary characteristic
of society. Although many foundational aspects of modernity remain,
societal structures change and cause adaptations, causing the emergence of postmodern
consumer society.
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