Arthur Berger stresses:
As you watch TV more and more, you see more ads that promise you a better life, sexual pleasure, happiness and all sorts of other things. To the extent that people will not afford these things, they will feel more and more hazed.
Henry Lefebvre in his book Everyday life in the modern world, observing the terror imposed by the culture of consumption through advertising and television, says:
Those who cannot consume are terrorized by feelings of failure and maladjustment, and those who consume face at the other end of the spectrum the issue of choice (in some cases, even the terror of choosing), and the anxiety caused by the uncertainty that their choice won’t be that good.
Advertising promises beauty, health, love and happiness for those who buy the products presented, but threatening innerly, or explicitly with their loss in case of not buying the services or products presented. In the TV society, women are terrorized by the idea of losing their brightness; their skin and hair will be damaged unless they use miraculous balsams, promoted by advertising; they will become repugnant getting fat (the beauty model promoted is a fin sexy woman, even skeletal – see fashion models); they will no longer be admired by men if they don’t know to put in value their body through clothes or other objects of beauty.
Young people have often a inferiority complex and they are terrorized by the idea that they don’t look like actors in the movies, they do not have the charm, muscle, money, car or other things that advertising deems necessary to be successful. Husbands they will stress their selves to ensure to their wives and children which others can offer their families – things or comfort that advertising suggests that they should have.
Young children suffer that they do not have their friends toys, or the same things or pleasures. Both men and women are stressed by the thought that at any given time, they will not be liked and loved by others, because they cannot meet who knows what bodily or intellectual performance (idealized on small screens) …
Television teaches the viewer what to expect from others and what or how it should be to achieve the ideal of happiness (of course not true happiness, because however, the two are different).
The world is terrorized by the advertising messages industry, by the idea that we need to change our clothes, things, cars, homes or life, and that we should have fun as well, now when we are still young and now when we still can. Bombarded by ads, surrounded by tempting offers, people begin to wish they had those things.
Hence begins the race to get through. Women ask men, children – parents, and men stars searching for money through work, sacrifice or loans, to acquire the things they want and so the race continues.