CONSUMERISM FOR THE OUTRAGED

Abstract

This paper presents the ways consumerist practices have changed and as consequence publicity. The contemporary publicity aims consumers to develop brand loyalty through emotions and by creating connections. I support the idea that cultural trends strengthen the consumer capitalism and the consumerist practices, even though some of them try to resist and denounce the harmful consequences of the consumerist life. I analyze the ways how contra-cultural resistance are transformed into merchandise and how consumerist attitudes are generalized and accepted docilely, even by the most radical opponents of the consumer capitalism. At the end of this paper, I argue that outrage is the last source to respond against consumer capitalism. To explain the arguments, I use different examples on how all this happens in daily life.