ISSN 2078-9823 (Print), ISSN 2587-7879 (Online)

DOI: 10.15507/2078-9823.061.023.202301.057-071

Elena L. Iakovleva

Kazan Innovative University named after V. G. Timiryasov (Kazan, Russia),

e-mail: mifoigra@mail.ru

 

The Impact of Advertising on Homo Glamorous Consumerism

 

Abstract

Introduction. The relevance of the research topic is due to the ideology of glamour prevailing in modern society, due to which consumption becomes a lifestyle of a person acquiring Homo glamorous traits. His consumerist attitudes are stimulated by advertising. The purpose of the article is to analyze advertising strategies that cause Homo glamorous consumerist behavioral algorithms.

Materials and Methods. The ideas of R. Arnold, R. Barth, J. Baudrillard, B. Groys, G. Marcuse, N. Luhmann, A. V. Ulyanovsky served as material for theoretical understanding of the problem. Analytical and included observation were chosen as the research methods.

Results. It is revealed that advertising, based on the technology of myth design, includes a specially constructed sexually seductive image and a mythized text in which projectivity for change acts as a striking force. The technology of myth design in advertising contains an explicit or veiled call to consumption, emphasizing that the product, service, fashion attribute are made for you and you deserve it. Homo glamorous consumerist tactics can be classified as non-functional consumption. Among its types we include consumption based on impressions from glamorous images, symbolic consumption and consumption for show or demonstrative consumption.

Discussion and Conclusion. The analysis of the problem reveals the domineering nature of advertising, but it has a soft form of advice. Following advertising instructions demonstrates not only Homo glamorous dependence on them, but also reveals hidden and often unconscious personality traits. They are connected with the dream of the best, formed today by advertising and its projectivity for change. This fact indicates the romanticism of the nature of Homo glamorous. But glamorous romanticism is a transformed version of romanticism, where the emphasis shifts towards the personality itself and its way of life, the manifestation of a duality in the form of an internal split into Me and I-for-show-for-Another, demonstrating the illusion of creativity and freedom of choice. As a result, homo glamorous turns out to be not self-sufficient and confused in being.

Keywords: glamour, Homo glamorous, consumerism/consumption, advertising, myth design, projectivity for change, domineering character, glamorous romanticism, dream.

For citation: Iakovleva E. L. The impact of advertising on Homo glamorous consumerism. Gumanitarian: aktual’nye problemy gumanitarnoi nauki i obrazovaniia = Russian Journal of the Humanities. 2023; 23(1): 57–71. (In Russ.). DOI: 10.15507/2078-9823.061.023.202301.057-071.

 

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