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LOWSUMER MARKETING: CULTURE OF CARE SPREAD BY ADVERTISING

Lowsumerism

It is worth looking closely at advertising to identify this compulsory condition: is it really the great villain responsible for unleashing the consumerism that is ravaging people and the planet? The answer is not so simple. Consumption, advertising and their symbolic meanings can be approached from another perspective. Advertising campaigns start to incorporate new contemporary codes that give rise to the culture of care: it’s time to talk to consumers with respect about this new concept of consumption.