Have "right", be "right" a study of the religion of consumerism
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[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI SYSTEM AT REQUEST OF AUTHOR.] American society has evolved to equate the cost of a product with the status of a product. The current populace direct their attention to price as a means of justification for their consumption, because they believe it will elevate their position within society. However, what escapes modern purview and understanding is the inherent value of the product. The cost of a product should really be irrelevant, the more important factor is what, if any, value that commodity contributes to your life. It is apparent based my research that these two diametrically opposed concepts have been seemingly reversed. I focus on how advertising has been used as a mechanism to create myth, as Bruce Lincoln has described it. The myth making employed is drawn from shared historical American mythos, making them a powerful motivator. The new myths made Apple, Nike and De Beers, as I show in this study, capitalize on myth making in advertising to create a shared identity effectively manipulating consumer activity.
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