Abstract

In so-called “democratic” societies, advertising of consumer products has remarkable success increasing demand for consumer products by manipulating people’s unconscious desires. The prerequisite for a democracy is maturity, in the sense of a rational, autonomous self-determinacy, which should lead to a suspicion of the methods used to sell many consumer products. Under the economic conditions faced by one today, one is forced into a situation in which one is unable to determine the nature of one’s own existence in vital ways. Immaturity, conformity and dependence are consequences of this economic condition. Democratic values are important to everyone, both the mature individual and the immature individual alike. These values of rational self-determinacy, autonomy and maturity are being sold to people in very phony and dangerous ways. This paper argues that, advertising – by manipulating conditions of immaturity, conformity and dependence – is incompatible with the aims of democracy, which requires autonomous, free thinking, and mature individuals to determine themselves in order to participate appropriately in governing their society. This tendency for individuals to falsely identify with democratic values undermines the possibility of a real democracy. This paper argues this by: formulating Kant’s conception of the way-out of self-incurred immaturity in psychoanalytic terminology; describing the importance of one’s work life to one’s psychological well-being, and outlining Marx’s ideas about the way that the capitalist mode of production leads to alienation and the inability to meaningfully determine one’s existence; discussing the predominance of narcissism in consumer culture and the individual’s conformity to the interests served by this culture due to the dependence on an existence over which the individual has no control; explaining Freud’s ideas about the role of narcissism in relation to the submission of individuals to authority in groups, along with Adorno’s criticism of the way that conditions of conformity can be manipulated; and discussing the culture industry and the role of advertising in manipulating the condition of conformity and dependence by releasing narcissistic libidinal energy into consumer products. This is done by selling what Adorno calls a ‘pseudo-maturity’ to those who are psychologically incapable of the true maturity and autonomy necessary for democracy.