Consumer sovereignty is the determination by consumers, of the types and
this sovereignty actually exist? In agreeing with John Kenneth Galbraith, I think not! I
everyday lives of consumers.
The concept of advertising is simple: It s central function is to create desires.
does the want for a certain product exist, therefore creating a want that the consumer
lost through advertising.
today s 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
An example of just how we cannot turn without facing some sort of advertising is with
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
are in the public eye, make people want to purchase that particular product which they
endorse. This is just one of the many powerful tools that advertisers use to influence the
With advertising everywhere you turn, there is no doubt in my mind that
consumers are in fact influenced, and that they virtually have no sovereignty when it
comes to purchasing decisions. Consumer sovereignty could truly exist in a society
where a consumer could clear his/her mind of all outside influences ,(TV, radio,
newspapers, magazines, etc.), when making a purchasing decision. But as we all know,
this could never happen. And with advertising in every facet of our lives, we have no
choice but to be influenced, meaning having no sovereignty.