Pros And Cons Of Lovemarking

1892 Words 8 Pages
Consciousness is the author of choice, the key to making true decisions. When we, as consumers purchase something, we assume we do so out of our own will. We are the masters of our own ship, the captains of our own destiny. Choosing what car to buy, or what computer to use might be less than a conscious decision. Throughout their book, Sedivy and Carlson (2011) present evidence that advertisers focus their attention of affecting our implicit processing while Wegner (2003) points out in his discourse on experiencing consciousness that it is possible that all decision making occurs unconsciously. Based on this information, choosing a brand is not a free decision, and in fact, it is a result of that brand being a lovemark. This conclusion might …show more content…
Because of the power of unconscious processing, it is possible that people are no longer being a part of the educated electorate. The expansion of lovemarking for politicians may have confirmed Plato’s fears. Additionally, Boorstin (1974, as cited by Sedivy & Carlson, 2011) proposed that advertising may weaken the democratic process. Just like lovemarking has the power to influence purchasing a computer, it may influence how people chose the next President of the United States. Lovemarking in conjunction with the unconscious processing that leads to decision making eliminates the choice that makes the democratic process so unique. Boorstin (1974, as cited by Sedivy & Carlson, 2011) might be right to fear that political marketing is becoming more focused on what people believe, not what is true. In a place where truth should be absolute in importance, marketing has repurposed it for lifestyle …show more content…
The same state of the passions which fits the multitude, who have not a sufficient stock of reason and knowledge to guide them, for opposition to tyranny and oppression, very naturally leads them to a contempt and disregard of all authority. The due medium is hardly to be found among the more intelligent. It is almost impossible among the unthinking populace. When the minds of these are loosened from their attachment to ancient establishment and courses, they seem to grow giddy and are apt more or less to run into anarchy.” (A. Hamilton, personal communication, November 26,

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