Engaging the Consumer: Postmaterialism and Aspirational Consumption within the Wedding Industrial Complex

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2021-05-04

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Abstract

The subject of this thesis revolves around practices of postmaterialist advertising, and its effects on aspirational consumers within the wedding industrial complex. In exploring alternative modes of advertising, I analyze the various ways in which producers operate and cater to consumers within digital and emerging media spaces. Postmaterialism, aspirational consumption, algorithms, anti-advertising, and the wedding industrial complex all play strong roles in the shaping of our society’s ideologies, beliefs, values, and wedding traditions. The commodification of love in the modern postmaterialist era gives the wedding industry a unique ability to spark aspirational consumption in a variety of ways. I analyze this specifically through three case studies involving forms of anti-advertising and aspirational consumption: referral advertising, viral advertising, and influencer advertising.

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Consumption (Economics), Advertising, Weddings

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