The author argues that advertising often appeals to sentiments. How is this connected to vicarious consumption?
What will be an ideal response?
Advertising draws on sentiments like feelings of need and desire and connects
those feelings to material goods. This connection of the material with the sentimental
leads to is vicarious consumption, consumption that others engage in because of their
sentiments and capacity for environmental power. Examples of vicarious consumption
includes parents who dress their children in easily spoiled clothes and send them off to a
leisurely pursuit like college, with a new car and credit card, to male business executives
who insist that their wives refrain from productive employment. All of these pursuits are
connected to sentiments—parents wanting the “best” for their children, or male
business executives wanting to show that they are providers. That's why we often see
commercials where the “dad” throws the keys to the young “son.” It makes dad feel
good, and the audience can resonate with that. The cars part of it—but the feeling the
car evokes is an important part of what drives its sales.
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