11 ms·

Marketing only manufactures desire if you interpret desire in the most narrow possible sense as desire for a specific product. What marketing actually does is

Marketing only manufactures desire if you interpret desire in the most narrow possible sense as desire for a specific product. What marketing actually does is make desires concrete and suggest to the audience how that desire can be fulfilled. If you look at one of the most famous examples of successful marketing, diamond marketing created demand for a specific product, but it was only able to do so because the emotional needs the marketers tied their products to were already there and not being adequately met.

darkr 11y ago
The term desire works in a broader sense, as long as you differentiate between a need and a desire. A need (I guess I'm referring here mostly to needs in the context of those defined by Maslow's Hierarchy) is defined as something that is an absolute; an end state. There is a requirement of truth for something to be a need. A desire is defined as "a strong feeling of wanting to have something or wishing for something to happen". A desire is open to suggestion, to invention and misrepresentation. Taking your example of the diamond industry: The "needs" being targeted here are pretty much the solid base of the pyramid (sex & shelter, family/stability, love & intimacy). Does a tiny, expensive shiny rock from Sierra Leone provide those needs? No; obviously it is the symbolism of giving to/receiving from someone in the hope that they will provide those needs to you. Did humans manage to satisfy those needs before De Beers came along? I'm pretty sure they did. The desire for diamonds among the general populace was completely manufactured, whereas the aforementioned needs always existed, and (I strongly suspect) were always being filled before the normalisation of diamond rings as intentions of marriage. I suppose diamonds (at least in the context of use as jewellery), and the whole story of De Beers are a shining example of commodity fetishism.

darkr 11y ago

The term desire works in a broader sense, as long as you differentiate between a need and a desire. A need (I guess I'm referring here mostly to needs in the context of those defined by Maslow's Hierarchy) is defined as something that is an absolute; an end state. There is a requirement of truth for something to be a need. A desire is defined as "a strong feeling of wanting to have something or wishing for something to happen". A desire is open to suggestion, to invention and misrepresentation. Taking your example of the diamond industry: The "needs" being targeted here are pretty much the solid base of the pyramid (sex & shelter, family/stability, love & intimacy). Does a tiny, expensive shiny rock from Sierra Leone provide those needs? No; obviously it is the symbolism of giving to/receiving from someone in the hope that they will provide those needs to you. Did humans manage to satisfy those needs before De Beers came along? I'm pretty sure they did. The desire for diamonds among the general populace was completely manufactured, whereas the aforementioned needs always existed, and (I strongly suspect) were always being filled before the normalisation of diamond rings as intentions of marriage. I suppose diamonds (at least in the context of use as jewellery), and the whole story of De Beers are a shining example of commodity fetishism.