h2g2 The Hitchhiker's Guide to the Galaxy: Earth Edition

Picasso said that: (and I may be paraphrasing here)

'It is the artists job to convince people of the necessity of his fads.'

And that seems to be the basis premise of advertising: Convincing consumers that they must have what you are selling whether they need it or not.

This raises interesting questions about modern life, fashion and consumer culture and what we mean by 'need'. The desire of the metropolis dwelling individual to participate in their environment inclusively can produce different needs.

In increasingly commercial surroundings amid the anonymity of those who inhabit the same space, common or shared experience is often sought by projecting desires on to products and material goods which occupy a place in a society's consciousness. You want the product because you can use it as a talking point with other people you may have little else in common with. The product provides a social conduit outside of its supposed use, the object becomes a means to communicate with each other. Consumerism has become a cataylst for discussion and social development. Is this a good thing?

Manufacturers and advertisers have become increasingly wise to this cultural phenomenon look at Tamagochi's and mobile phone facias, not to mention gizmo features on trainers with: air filled soles, torsion systems, split toes, velcro! Yes they represent fantastic diversity and wonderful innovations, but...do we need them? Many people seem to think so.