Neuromarketing: a Brave New World of Consumerism?

In: Business and Management

Submitted By xenheist
Words 4333
Pages 18
Introduction
A
t this point in our social history we are experiencing trends in marketing and consumerism that no cultural phenomena in antiquity has prepared us for. Each day between the hours of waking and sleeping we are exposed to 3000 – 5000 marketing messages across every shape and flavour of media mankind has been able to devise in good conscience (Story 2007). Every niche, of every segment, of every market, for every product, has a multitude of competitors vying for space of mind, seeking to differentiate, remind, inform, or persuade themselves into our lives and shopping trollies (Copley 2004). This clutter, consternation, and competition has taken the humble consumer transaction to be something more akin to game theory, and contemporary marketing strategy has become a battle of minds and wills (Lee, Broderick, and Chamberlain 2007).
Each new generation of consumer finds themselves delivered deeper into an environment of increasing media and message saturation. But, with every generational cycle a further sophistication in the adaptive discretionary filtering system is created in order for these individuals to preserve some degree of highly guarded ‘psychic space’, and as such ‘marketing professionals are keenly aware of the obstacles posed by both information-processing limitations and viewer opposition’ (Rumbo 2002). ‘The multiplicity of advertising mes¬sages to which each consumer is exposed dictates that advertisers place a lofty premium on the much-coveted psychic space of their intended message recipients. Moreover, marketers increasingly find themselves trying to reach target audiences who have an arsenal of cognitive, behavioural, and mechanical strategies for ad avoidance at their disposal’ (Speck and Elliott 1997).
Further adding to this already encumbered media/communication sphere is also the weight and complexity of the postmodern…...

Similar Documents

Brave New World

...Brave New World by Aldous Huxley Brave New world is a dystopian novel written in England in 1931 and published in 1932 during the Modernism literary period. The setting of the novel is in London and New Mexico ruled under an imagined future one-world government called the World State. The World State of Brave New World is a totalitarian dystopia that uses technology to, deceive its citizens into loving their slavery. Dystopia is a society, in this case the World State, that is an imaginary society organized to create ideal conditions for human beings, eliminating hatred, pain, neglect, and all of the other evils of the world. Huxley wrote Brave New World as a dystopian novel due to the rise of technology and science in the 1930s, focusing on the totalitarianism evils (meaning centralized or dictatorial). Huxley imagined a future of a totalitarian state where there is no such thing as freedom of anything and happiness was forced through manipulation, called conditioning in the novel. When Huxley wrote Brave New World, it was just a little over a decade since World War I. During this time, totalitarian states were popping up in the Soviet Union and Fascist parties were gaining power in Europe. Also, there were advancements in science, technology, and the relationship between the two as the world became more industrialized. Aldous Huxley was born in Surrey, England, on July 26, 1894, to a well-known family of scientists, writers, and teachers deeply rooted in England’s......

Words: 1273 - Pages: 6

Brave New World

...Brave New World Brave New World is a form of utopian literature. It’s an imaginary society organized to create ideal conditions for human beings, eliminating hatred, pain, neglect, and all of the other evils of the world. The novel takes place in 632 A.F. (After Ford, the god of the New World). It takes place in a time where man is desperate for beliefs (and structures also a relief from pain.). All civilization has been destroyed by a great war. Then there is another war, the Nine Years War, which begins the era of Ford, ensuring stability through dictatorship. The society in Brave new world is based on a strict caste system. The highest of the five castes enjoy easier and better tasks, while the lower ones perform unskilled and all the dirty jobs. Ten Controllers hold all the power in this new world and peace is maintained by training infant minds and by dulling down adults with the tranquilizer, “soma.” The population is further controlled through scientific methods; marriage is forbidden, and children are not born but produced in an embryo factory THEME: Science and its influences on humanity is the major theme of Brave New World. The novel depicts a new society where human beings have been stripped of individual freedom, programmed to certain types of behavior, and conditioned to respond in scientific ways to specific stimulants. All traces of the old order have been eliminated. No longer are human emotions or relationships important. Infants are created in...

Words: 881 - Pages: 4

Brave New World Term

...Brave New World by Aldous Huxley May 2012 Brave New World Brave New World idolizes the perfect future. This utopia seems infallible, but the pieces do not fit together. In this world, people take the easy way out, avoiding pain, and have a way of thinking that is not compatible with human nature. Life, altogether, has no meaning. There is nothing worth living for; no family, loved ones, or even God. Is this truly utopia? In fact, it is a chaotic society in which everyone thinks they are happy. At first inspection, it seems perfect in many ways: it is carefree, problem free and depression free.  All aspects of the population are controlled: number, social class, and intellectual ability are all carefully regulated. Even history is controlled and rewritten to meet the needs of the party. Stability must be maintained at all costs. In this dystopian novel, Brave New World, presents a horrifying view of a possible future in which society has become a prisoner of the very technology it hoped would save us.  In Brave New World Huxley's distortion of technology, religion, and family values, is much more effective than his use of literary realism found in his depiction of a savage reservation. Through his use of distortion Huxley tells a classic tale with the theme of, be careful what you wish for because it may not truly be what you wanted.           Huxley effectively uses distortion in Brave New World through his depiction of social values of the future. For example,......

Words: 1328 - Pages: 6

Brave New World

...Aubrey Noon Mr. Evans English 11 23 October 12 Breaking a Social Norm In the novel Brave New World, the government is in control of everything. All individuals of a class are expected to act the same. Even though there are four different classes in the society (ADV PHRASE), they are all taught to act like others in their society. Also students in modern high school have a way of acting the same. As an example, the way people are judged when they are pregnant at a young age or any age at all is similar in both examples. Fitting in is a crucial standard for all society’s in today’s world, as well in the Brave New World society. In both Brave New World and high school society, being different is seen as a violation of preconceived expectations. The government in Brave New World (ADV PHRASE) controls how people are raised from the time they are born. Each class is raised a certain way and the people in the class accept who they are and what that means without exception. Becoming part of another class never enters their mind. For example, a women having her own children in the Brave New World society is completely unacceptable. The government makes the children and even though women could have children, the expectation is that they do not. If a student in high school (ADV PHRASE) was going to have a baby, the classmates of that student would judge her negatively just like the people of the World State Society. The connection that is made between these two comparisons is......

Words: 786 - Pages: 4

Technology in a Brave New World

...Technology is defined as using the entire body of science, methods, and materials to achieve an end. Technology, or techne, is so preoccupied with weather it can, it never considers if it should. In "Of Techne and Episteme," a article on technology and humanities, the author Eddy warns us that a society without epistemological thinking would lead to a society of "skilled barbarians." This is the topic of the novel Brave New World in which Aldous Huxley portrays a future world where babies are manufactured on an assembly line and put into a social class while they are still embryos in a test tube. As children they are engineered to be content with their rank in this world where love, viviparous reproduction, and knowledge of anything beyond your job serves no purpose. A look at Brave New World supports Eddy's beliefs on the importance of humanities in society because of unethical genetic experimentation and the character's lack of individuality. The society of Brave New World has gained the knowledge to produce babies much like their God, Henry Ford, produced the Model T. They have taken this technology and exploited it for their own benefit. They have created with their hands without using their head or heart. Scientists toy with the embryos, cutting off oxygen to those predestined to become lower caste members. Those chosen to work as rocket plane engineers were in constant rotation during the embryonic phase of their life. "Doing repairs on the outside of...

Words: 316 - Pages: 2

Brave New World and the Matrix

...place where people lead dehumanized and often fearful lives”. Brave New World and The Matrix both take place in scientifically advanced, futuristic, and horribly imperfect worlds that strip people of human individuality. In Brave New World, the World State controls every aspect of human life, all psychological, economic, and social factors. The world that Huxley has created is a place where free thinking has never been a thought, and the freedom to choose can never be chosen. In the Matrix, a technological evolution creates artificial intelligence, that views humanity as a virus that needs to be eliminated. In the movies, people are “programed” before they are born so they can be controlled. The worlds of The Matrix and Brave New World both revolve around societies that are scientifically advanced and controlling of all aspects of human life. The World State system in Brave New World is centered around consumerism. In the novel, society modifies human behaviors so that people will want to consume goods and spend as much money as possible. They are brainwashed to think that they live in the perfect system because they don’t feel pain, discomfort, or recognize injustice but their incomprehensible truth is they don’t live real life. (Read this next sentence dramatically) They're all living a lie because they don’t got no freedom! The person who controls this society is called “The Director”. The citizens of the World State are separated into 5 groups Alphas, Betas,......

Words: 692 - Pages: 3

A Brave New World

...The novel A Brave New World by Aldous Huxley was a story written about society that was thought to be a utopia, but in actuality this twisted world was anything from perfect. The society Huxley portrayed in his novel was in some ways a Marxists dream and in other ways a Marxists worst nightmare. Aldous Huxley did a brilliant job connecting with the Marxist point of view while also embodying numerous fears of Marxists in his critically acclaimed book A Brave New World. Marxists believed in a totalitarian government somewhat like a dictatorship. The government in Huxley’s novel used tactics such as adolescent brainwashing, drug administration, and the use of technology to keep total control of the public population. Much like Marxist societies the society in Aldous Huxley’s A Brave New World chose to alienate their young instead of nurture them like a normal world. Children in this novel were alienated at an early age, they were also trained to hate nature and music or anything that promoted any type of free will. Children were not raised by a mother and father because in the World State there was no such thing as marriage or even love. In Marxist cultures children were separated from their parents and taught to formulate their view of the world based on only Marxist teachings rather than “outdated” views. In a Marxist society the upbringing of children was not handled by parents but rather by the entire community so there were such things as family bonds in Marxism. Marxist...

Words: 941 - Pages: 4

Brave New World Essay

...“Freedom or Perfection?” Conditioning and technology have become exceedingly common in many first world countries. Most individuals do not realize the effect conditioning and technology has on them and how it shapes them and their future. The world of technology has drastically grown over the past century, allowing mankind to accomplish feats deemed impossible in decades past. In Aldous Huxley’s Brave New World, conditioning and technology play an enormous role in society. In the World State, the state of affairs is preserved through conditioning and technology, causing a lack of humanity to be evident. Technology controls many aspects of one’s life in Brave New World, resulting in limitations of freedoms. Throughout the novel, Huxley displays many situations where the implementation of technology has been used to create stability. The reader is introduced to “Bokanovsky’s Process” at the start of the novel; the process essentially allows 96 babies to be born from one embryo. This procedure produces “[m]illions of identical twins. The principle of mass production at last applied to biology,” (Huxley 5). Mass production is an invention which allows consumer goods to be created faster and sold cheaper. Therefore, consumer goods are easily replaceable, implying that children and the population as a whole is easily replaceable, thus diminishing the value of life. The significance and uniqueness of any one individual is abolished, causing everyone to be viewed as equal before......

Words: 931 - Pages: 4

Brave New World Essay

...a seemingly perfect world is often anything but. Every utopia has its flaws and cracks, and few novels make this point more clearly than Aldous Huxley’s Brave New World. The futuristic setting of the story exposes the reader to a world dominated by technology and complacency. People are no longer born; they are made in laboratories all around the world, and have their destinies chosen for them before they even leave their test tube. Sexuality is treated in a very flippant manner, and self-gratification is the primary driving force for the actions of nearly every single person. History is no longer relevant, and people never question what they are told. The key question regarding the nature of this kind of world is a question to which the answer is yet unknown. The question is something any reader of this novel should ask himself or herself, and that is simply this: Is it worth it? There is no crime rate, and peoples’ desires are rarely left unfulfilled, but is it worth the giving up of free will and of choice? There is no clear answer to this question, and there will likely never be one. Although this question has no obvious answer, the logic behind this world is fairly easy to understand. Perhaps Aldous Huxley himself summarizes it best in Brave New World Revisited when he states, “Permanent crisis justifies permanent control of everybody and everything by the agencies of the central government. And permanent crisis is what we have to expect in a world in which......

Words: 1258 - Pages: 6

Brave New World

...Maren J Lee English 27/10/2014 – 11/11/2014 Brain Washing – Brave New World Brain Washing is an interesting concept. Manipulation can be use to inspire or as a powerful weapon. The United States of America uses soft power and propaganda commercials to promote patriatism. One nation for one purpose. On the other hand, Hitler brain washed the citizens of Germany, making them believe that he was creating a better society. In this situation, brain washing becomes a weapon. Alclous Huxley brings brain washing to the extreme in his novel Brave New World. Citizens of this world are taought to think less. Ignorance is Bless. Huxley Creates a wrold with a few powerful people have complete control of the whole nation. In this essay, I want to discuess the brain washing technique they use, and how they maintain the power. Huxley’s Brave New Wrold setting is at year 2050. Children are made in a science lab with no parents. Ever since the children are born, the government natural condition them: “Family is a horrible idea.” “Everyone belongs to everyone else.” “Ending is better than mending…” (p.43) Many different unique concepts are constantly reminded in this soceity. Saying any idea millions time and listen it millions times would make it true. The governemnt of Brave New World reinforces each concepts into a human’s mind from the moment they are born. As the children in brave new world grow up, each individual is assigned to one specific job that he/ she is design......

Words: 572 - Pages: 3

Brave New World Essay

...Brave New World Response Essay In Brave New World, Aldous Huxley takes us on a journey through a utopian society, known as the world state. This society allows its citizens to experience no pain, no suffering, and no unhappiness. They achieve these utopian qualities by distributing soma, a drug that is given out on a regular basis to all of World State’s citizens. Soma is used as a cure for everything, keeps the citizens “sane”, and enslaves everyone in the world state. I disagree with the use of soma in this utopian society. I felt very distressed that soma was used to cure everything and anything that could possibly happen to the citizens of world state. Lenina says to Bernard, “I don’t understand anything, why you don’t take soma when you have these dreadful ideas of yours. You’d forget all about them. And instead of feeling miserable, you’d be jolly. So jolly” (Huxley 92). The fact that soma was taken to get rid of even the slightest feeling of unhappiness was alarming to me because it is very normal to feel unhappy during some times of your life. Unhappiness is just one of the hundreds of emotions that humans are supposed to feel, these emotions are what make us who we are and without them, what do we become? We would become machines. As great as it may sound to be happy all the time, I think that experiencing other emotions is a part of life that the citizens of world state would never get to fully experience. Moreover, I felt saddened by how the citizens of the......

Words: 1290 - Pages: 6

Brave New World Essay

...Brave New World: Methods of control Tiffany Yeung All around the world, there are different figures of authority with different methods of control in order to prevent chaos from rising within the society. “Brave New World”, is a dystopian novel written by Aldous Huxley and in the brave new world society, we witness a futuristic approach to a variety of methods of control in order to maintain stability. In our society today, many countries use fear as a way to manipulate and to control, however in the world state, they take on a different approach and use different methods to suppress rebellion. The world state uses scientific development and technological advances to manipulate human behaviour into making the citizens happy with their predestined roles. Specifically, the use of conditioning, the controlled reproduction and medical labs, and the use of soma is all used as different factors in order to manipulate the citizens and create a society based on science and technology, consumerism and happiness. By having the citizens being manipulated to enjoy their lives and be happy, there is little room for rebellion resulting in maintained stability and order for the world state. The use of classical conditioning is thoroughly described and used in the book and is a major factor that contributes to the manipulation of the citizens. This process was first discovered when a young boy recited an entire broadcast that was played during his sleep...

Words: 1324 - Pages: 6

Brave New World

...The Longer Lasting World Brave New World and 1984 are two novels that both take place in a totalitarian world; however the two worlds are very different. Huxley explains a world where the only things that are forbidden is having babies, being unhappy/questioning the state, and refusing to do the jobs and duties assigned to them. Contrastingly, 1984 is much more restrictive in the fact that they have complete control over the people, not allowing them to find love, not giving them privacy, nor allowing them to think badly about the government. Furthermore, in 1984 the government puts effort in inducing fear in the citizens by saying that they are in war, and they also use threats of torture if someone steps out of line, even in the slightest. Although both regimes control their citizens through the destruction of social relations, technology and controlling their sense of freedom, Huxley’s world state will clearly outlive Orwell’s party because Brave New World supports the development of a blissfully ignorant society, thus preventing rebellion, whereas 1984’s use of fear will inevitably destroy the stability of the nation. In addition to their methods, the destruction of social relations is something that appears in both texts. In Brave New World, sex is encouraged because it keeps people happy, though love is not. The state does not encourage the people to fall in love with someone because love leads to the want to start a family and have kids. Although both societies......

Words: 1136 - Pages: 5

A Brave New World

...Brave New World: The use of mass media and propaganda The society is determined by the nature of people within it and how they relate. The influence of external factors like religion, politics, and technology contribute a lot to the structure and development of the society. In the novel Brave New World, the concept of social media and propaganda are explicitly expressed through various accounts. The author has used the influence of social media to bring a deeper understanding of how various characters, decisions, and acts are influenced. Social media in the novel act as a channel through which propaganda is manifested. Social power and influence is an attribute of propaganda that is directed through the masses via social media. Hence, in the context of this essay will address how mass media and propaganda are used in novel Brave New World. The human society has been dictated by their role in social media and how they influence decision and choices in life. Aldous Huxley in his novel describes a community that has been infiltrated by untruth and misguided by some beliefs and information from a selected group of people. The basic set up in the society is controlled by those who feel superior and elite compared to the others. Propaganda is spread of wrong information that causes a severe impact to the community or a group of people. In the novel Brave New World, the conflict between individual and the society being different and unique is an act of propaganda. The use of......

Words: 853 - Pages: 4

Scientism in Brave New World

...Scientism and Technocracy in Brave New World Introduction Brave New World is well recognized as a dystopian novel, in which Aldous Huxley satirically criticized scientism and technocracy. In this new world, science and technology was paramount. It dominated all aspects of human life. Humans were mass produced in laboratory and factories; human moral value were moulded by sleeping teaching; human emotions were controlled by soma. The overuse of science and technology reduced humans to one-dimensional man without individuality and the ability of critical thinking. Human beings were used as tools for political and economic purposes. The thesis is to study scientism and technocracy, the "improper application of science to human life", from two aspects: the interference with human physical life and the elimination of human spiritual life. Scientism and Technocracy Scientism, according to Zhu Wang, is "an excessive belief in the power of scientific knowledge and technology to solve all human problems including spiritual crisis" (194). It is "the authority of natural sciences, dominating all aspects of human life and rejecting religion, philosophy, art, and literature" (194). In Brave New World, Huxley depicted a dystopian society to condemn the excessive use of science and technology which eliminated human individuality and civilization. He pointed out in his Complete Essays Vol.6 that science was "the reduction of multiplicity to unity….the theoretical......

Words: 1804 - Pages: 8

OMG Planet Plus rozdaje Xboxa.png | Safári na África | Being Ian