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Bookmark and Share Freud, propaganda and consumer culture. What’s the connection?

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Ever wondered why we seem so confused in western society as to what are NEEDS and what are WANTS? It’s certainly an issue that has been of great interest to mass culture in western society for a number of years.

The rolling stones sing, “you can’t always get what you want, and if you try you sometime find you get what you need.” Cheryl Crow’s take in one of her songs is, “it’s not getting what you want but wanting what you got,” and so forth.

But you might be surprised to know that there was a time not that long ago when needs were far more obvious and not so easily confused with wants. A time when we didn’t think that all we ‘needed’ to impress the chicks was the right aftershave, to be a stud, the right cigar, and to be popular and the envy of your neighbours, the right car. When women didn’t think that all it took was the right red lipstick to attract a man and that drinking the right cola would make you happy, popular and healthy, no matter the sex.

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