Lecture Notes on last two chapters of Part II of "Affluenza"

Since we will be seeing "Escape from Affluenza" tomorrow (Thurs. 3/17), which is a video version of Part III of the book, I thought I'd take this opportunity to post some lecture notes on the last two chapters in Part II, which will bring us up to Part III: Treatment. Be sure to incorporate these notes in your class notes and pay special attention to textual references.
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Chapter 19 The age of affluenza

A. This chapter is mainly about the title of the first section, "ADFLUENZA," -- "That advertising's prime purpose is to promote affluenza is hardly a secret,..." (p. 154) Then, note the comment of Pierre Martineau, marketing director for the Chicago Tribune way back in 1957: "Advertising's most important social function is to integrate the individual into our present-day American high-speed consumption economy. The average individual doesn't make anything,...He buys everything, and our economy is geared to the faster and faster tempo of his buying, BASED ON WANTS WHICH ARE CREATED BY ADVERTISING IN LARGE DEGREE." (emphasis in the original) (p. 154)

B. The costs of ads are phenomenal -- a typical 30-second national TV commercial costs nearly $300,000 to produce, that's $10,000 per second! Advertising is a $217 billion a year business. And it's everywhere, as we know, billboards, school buses, product placement in films, even outer space was considered.

C. We live in an era of HYPERCOMMERCIALISM. Advertising encourages us to meet nonmaterial needs (love, etc.) through material means. Buy this product and we'll be loved and accepted. It's all about image.

D. The table on p. 158 exaggerates the upward "consumption spike," but it certainly has been significant.

E. The authors close this chapter with some critical thoughts from a conservative economist, Wilhelm Ropke, who stresses how commercialism is infiltrating many aspects of our lives where it really does not belong. See, p. 159.


Chapter 20 Is there a (real) doctor in the house?

A. That is, a real doctor in contrast to a "SPIN" doctor, which is what this chapter is mainly about.

B. But the authors begin by making use of the doctor/medical analogy. Though there is all sorts of evidence (or symptoms) of the spread of affluenza, as we've seen, we tend to look the other way -- "told over and over again (by the spin doctors) that the market will provide. But will it?"

1. "How many millions of Americans are wheezing with affluenza, yet remain stubbornly in denial?" (p. 161)

C. Although we may be aware of how pervasive advertising has become, "few people really understand the other dimension of marketing -- and undercover public relations (PR) industry that creates and perpetuates our commercial culture." (p. 161) They go on to give numerous examples of how powerful this PR campaign is:

1. Actually working behind the scenes to sabotage a book critical of some aspects of business.

2. Funding "front groups" which have the appearance of being reputable. Eg. the American Council on Health and Science, but note who funds it!! (p. 163)

3. They note the successful earlier campaigns to defend cigarettes and leaded gas.

4. PR firms which have sought to sow doubt regarding the global warming problem, suggesting it may actually be good for us -- video entitled, "Greening of the Earth" emphasizing all the crops we'll be able to grow, but ignoring the spread of tropical diseases, droughts, floods, hurricanes, rising sea levels, economic disrutpion.

5. PR has inflitrated the news media -- significant percentage of news stories generated by "spin doctor" PR journalists.

D. The consequences may be dire given the speed we seem to be travelling at. See, last paragraph, p. 170.
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That brings us up to Part III: Treatment, which I will begin to talk about in class next Tuesday (3/22). Be sure to read thru at least Chapter 25 for the sake of the midterm exam next Thursday, 3/24. See you tomorrow.