Consumer sovereignty is the determination by consumers, of the types and quantities of goods and services produced by the economy. But in todays society, does this sovereignty actually exist? In agreeing with John Kenneth Galbraith, I think not! I say this simply because in todays world, advertising plays such a large role in the everyday lives of consumers. The concept of advertising is simple: Its central function is to create desires. And in creating these desires, the sovereignty that consumers once had the luxury of enjoying is taken away. I say , taken away, because only when advertising occurs, does the want for a certain product exist, therefore creating a want that the consumer feels obligated to pursue. This is a direct example of just how consumer sovereignty is lost through advertising. An advertisers primary objective is to influence the consumers decision. And in todays world, it is not difficult to see just hew advertisers do so. Using commercials, radio ads, billboards, etc., the advertisers are virtually everywhere you look. Whether it be on the side of a bus, in a newspaper, or even in a movie, many of todays products are marketed so heavily that the consumer is left with no other choice than to be influenced. An example of just how we cannot turn without facing some sort of advertising is with movie tie-ins. With the enormous success of advertisements linked with childrens movies, such as in The Lion King, which promoted products stretching from dolls to clothing, movies aimed at adults are now getting into the act. Just when you thought that movie-related products had reached its apex, new products such as The Bridges of Madison County perfume, and the James Bond BMW, are entering the market. Not only does the way that companies advertise have a huge effect on the overall success of the advertising campaign, but just exactly how they do it plays a large role as well. There are many techniques that advertisers use ...
