In the theoretical part of the master’s thesis, I discuss modern advertising as an invasive activity that promotes consumerism and undermines authentic human experience. In this section, I speculate about the future of advertising and how it will impact both society and individual lives. My predictions about the future are based on trends and principles in advertising, which I have identified through research on advertising in the 20th and 21st centuries. In the practical part of the master’s thesis, I explored this speculation through a series of five artistic installations. The content of these works combines predicting the future of advertising with Maslow’s hierarchy of needs to illustrate the absurdity of seeking happiness through consumerism. The beginnings of psychoanalysis and the ideology of consumerism are indeed products of the same time.
|
