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Contrary to the claim of free-market ideology, supply is not a response to demand. Capitalist firms usually create the demand for their products by various marketing techniques, advertising tricks, and planned obsolescence. Advertising plays an essential role in the production of consumerist demand by inventing false “needs” and stimulating the formation of compulsive consumption habits, totally violating the conditions for maintaining planetary ecological equilibrium. The criterion by which an authentic need is to be distinguished from an artificial one is whether it can be expected to persist without the benefit of advertising. How long would the consumption of Coca-Cola or Pepsi-Cola go on if the persistent advertising campaigns for those products were terminated? Such examples could be indefinitely multiplied.

“Of course,” pessimists will reply, “but individuals are motivated by an infinity of desires and aspirations, and it is these that will have to be controlled and repressed.” Well, the hope for a paradigmatic change in civilization is indeed based on a wager, as propounded by Karl Marx, that in a society freed from capitalism “being” will be valued over “having.” Personal fulfillment will be achieved through cultural, athletic, erotic, political, artistic, and playful activities, rather than through the unlimited accumulation of property and products—the sort of accumulation induced by the fetishistic consumption inherent in the capitalist system, by the dominant ideology, and by advertising and having nothing to do with some “eternal human nature.”

As capitalism, especially in its current neoliberal and globalized form, seeks to commodify the world, to transform everything existing—earth, water, air, living creatures, the human body, human relationships, love, religion—into commodities, so advertising aims to sell those commodities by forcing living individuals to serve the commercial necessities of capital. Both capitalism as a whole and advertising as a key mechanism of its rule involve the fetishization of consumption, the reduction of all values to cash, the unlimited accumulation of goods and of capital, and the mercantile culture of the “consumer society.” The sorts of rationality involved in the advertising system and the capitalist system are intimately linked, and both are intrinsically perverse.

Advertising pollutes the mental landscape, just like it does the urban and rural landscapes; it stuffs the skull like it stuffs the mailbox. It holds sway over press, cinema, television, radio. Nothing escapes its decomposing influence: in our time we see that sports, religion, culture, journalism, literature, and politics are ruled by advertising. All are pervaded by advertising’s attitude, its style, its methods, its mode of argument. Meanwhile, we are always and uninterruptedly harassed by advertising: without stop, without truce, unrelentingly and never taking a vacation, advertising persecutes us, pursues us, attacks us in city and countryside, in the street and at home, from morning to evening, from Monday to Sunday, from January to December, from the cradle to the grave.

i remember the feeling of teenage obsession, and i miss it desperately. few things about our everyday lives are more genuinely magical to me than the way that loving something with commitment can rewire your understanding of time: instead of dates or semesters, i can place moments of my early life inside the year where i only read vonnegut, the month i first loved the smiths, the autumn i spent with that rilke poem. it manages to make time physical — it turns it into something that can be tasted and touched. i want my life to be textured by the periods i spent perfecting a stone fruit hot honey cake or watching murder mysteries. wouldn’t it be wonderful to one day taste a cake and remember how you felt in september? i have many criticisms of rapid-fire, non-stop consumption, but none are so personal to me as this: when we submit to a cultural landscape that tells us to never stop looking for the new shiniest thing, we lose a kind of language for understanding ourselves and others. loving is a muscle that’s been strategically atrophied by a culture of manic consumption and constant availability.

“There is no obligation on us to be richer, or busier, or more efficient, or more productive, or more progressive, or in any way worldlier or wealthier, if it does not make us happier.”