"Manufacturing Consumers": Reveal the essence of product worship complex

The prosperity of brands, large department stores, public relations and advertising, and the excessive packaging of commodity value all affects human self -cognition and self -actuality, so that we have "evolved" from self -sufficient producers to "buying and selling machines." "Consumer: Global History of Consumerism" starts with European Europe in the 18th and 19th centuries. Make us "consumers".

■ Non -hidden

In the era of the rise of the content social e -commerce platform, various community sharing platforms that promote product promotion (that is, "planting grass") with original content always affect the nerves of the main force of young consumers, so that they are constantly rushing to the trend, causing widespread discussion to discuss extensive discussions Degree has become one of the prominent epitome of consumerism today. At this time, recognize the essence of the short -term pleasure brought by the pursuit of unlimited pursuit of the purchase of goods, and to eliminate the magic array created by the unrealistic appearance of consumerism. It is particularly important to find the true value of how to place itself. Anthony Galuzo's "Consumer: Global History of Consumerism" (hereinafter referred to as "Consumer Consumer", June 2022 Edition of Guangdong People's Publishing House). The path of consumer culture from the 19th century to the early 21st century also revealed the crisis of hidden in the extremely rich commodity production consumption.

We no longer perceive the true existence of the product

When did we no longer understand the specific process of the product, we only hope to pursue the real -time consumption pleasure in the same "chop hands", bargaining, fighting, and "spike" again and again? In the book "Making Consumers", the author Anthony Galuzo talked about the historical trajectory behind this, describing the essence of our product worship complex.

Since the end of the 18th century, the improvement and application of steam engines have led the first industrial revolution, which is a decisive factor that promotes the formation of modern markets and large -scale commodity popularization. The emergence of the train has changed the original harsh transportation conditions, breaking the closed state of isolation between regions, and self -sufficient production and life began to change. The progress of production tools and the improvement of transportation conditions have greatly enriched the production of material data.

The prosperous exchange market allows people to transition from a single self -producing and self -selling to selling excess products in exchange for currency, and then use currency to purchase the lifestyle of the items required. In the process of commodity production and consumption, Tongda transportation conditions play an important role at all times. It makes labor division of labor for the same product, and the production and consumption of products are separated. In other words, in modern product production and processing, the product finally reaches consumers. A huge gully was formed.

When the image of goods in the eyes of consumers becomes so abstract and no longer can be touched by personal practice, people continue to be trapped in the impulse to buy and buy. Knowing that it is replaced with illusory imagination. Do we really understand the essence of goods?

We have the self -occupation of self -defining self -definition self

French scholar Ju Debo has quoted Ferbaha's book preface in "Landscape Society": "No doubt, our time ... prefer images without trusting the real thing, prefer copying the original manuscript, prefer the performance, regardless of reality, regardless of reality. , I like it more than existence ... For this era, the sacred things are just an illusion, and the world is the truth. What's more, in its eyes, the sacred thing becomes greater as the truth decreases. As the hallucination increases, the peak of hallucinations is also a sacred peak for it. "The continuous circulation of goods and product images is exactly the behind -the -scenes push of" hallucinations "in our minds.

When the modern commercial economy rushed into a big stride, department stores, large chain supermarkets and shopping malls began to appear. In order to accelerate the circulation of goods, operators pay attention to product display skills, and the stores include a variety of and diverse products, creating a stylish shopping atmosphere and comfortable environment for customers, and attracting customers to stay as much as possible in order The desire for consumption is transformed into a practical purchasing power to create a dazzling "consumer sacred place". At the same time, the rise of urbanization has also led to the abundance of idle class entertainment activities. In the form of public exhibition display, it has created visual stimuli, breaking the monopoly of the aristocratic class inherent in the past, formally in line with the general public, and the rapid development of the public consumer culture. People began to establish the concept of commercialization and commercial aesthetics.

On the other hand, product images further expand the illusion of our hearts. From the early paintings, to the huge number of newspapers and magazines, and then to the subsequent movies and TV media, merchants used these images to achieve the purpose of obtaining consumer trust and promotion of goods.

With the convenience of spreading and specialty, it provides us with a variety of self -projection imaginations, and has also shaped the consumption habits and consumption concepts of generations. Commodity images are constantly instilling new imagination scenes, selling some of the desperate lifestyles and concepts, and human self -reflection has driven people to explore more life through material exploration, which has triggered the object of objects. chase. The essence of the vast ocean that is not tired of indulging in the product is that people use the possession of the goods to define their own existence to reflect the symbolic value attached to the product, taste, and aesthetic. The enthusiastic advertising dealers and public relations companies, updated iterative product images, and consumers who are eager to move, and the three are constantly linked to each other. Behind this is the continuous introduction of commodities. The popular fashion is always changing. In order to constantly pursue the stir, those who focus on the advertisement of themselves through the goods need to have the most keen insight at all times, so that they will always stand at the forefront of the rapidly changing social trend.

However, human desires and needs are continuously expanding. By buying this short action, people's satisfaction from the product is always the present, real -time, and not being anchored in stitching. , Constantly induces people to buy, buy, and consolidate this illusion satisfaction. From this perspective, buying goods unlimitedly is an ironic and paradoxical behavior, which confirms the wrong mentality that people give a flooding meaning for things.

"Based on history, you can know the replacement." The book "Making Consumers" is informative and rich, and the discussion is exquisite and inspiring. The context structure is clear and the writing is smooth and easy to understand. Historical pictures of migration and development in the century. Only when we realize that the goods are not everything, establish a rational and correct consumer concept, we can get out of the fog created by consumerism, and find a true peace in the material appearance of "disorderly flowers and fascinating eyes".

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