Tomos Newland-Jones, Riverfront 2010

The High Price Of Materialism

In the 1920s Edward Bernays invented the public relations profession. Using Sigmund Freuds’s ideas, Bernays convinced American corporations that they could make people want things they didn't need by systematically linking mass-produced products to their unconscious desires. From celebrity endorsement and outrageous PR stunts, to eroticizing the motorcar. Many of the techniques Bernays applied are still being used in modern advertising campaigns today.

Tomos Newland-Jones has decided to concentrate his work on the most recent ‘Diesel’ campaign, ‘Be Stupid’. ‘Diesel’ is a high quality Italian fashion brand founded by Renzo Rosso in 1978 and has over 10,000 points of sale - 200 are privately owned stores in over 50 countries. By 2003, ‘Diesel’ had a worldwide revenue exceeding $760 million. Despite the price of their jeans ranging between £80 and £200, people continue to buy Renzo Rosso designs. Why is this? The advertisements in the ‘Be Stupid’ campaign contain text stating that stupid is good and smart is not - suggesting that you will be more attractive and cooler but also that you will have a more exciting, adventurous life.

Corporations such as ‘Diesel’ manipulate consumers to persuade them that buying their clothes will make them happier. Tim Kasser states in his book ‘The High Price of Materialism’, that there is a common belief that wealth and possessions will bring you happiness. This is untrue – in fact, materialism actually harms your psychological well-being. The desire to consume more is deeply connected with feelings of personal insecurity. One needs to consume more in order to ‘feel better’ but subsequently feels worse and buys more etc. Therefore, materialism, although promising happiness, actually creates strain, stress and often depression or anxiety.

The artist has attempted to convey the message that despite buying expensive clothing and accessories, people still have responsibilities to be aware of. The artist’s aim is not to dissuade consumers from buying products by these companies, but simply to consider what they are buying and why they are buying it at such high prices. The images should simply try to convey the message that a better quality of life isn’t achieved by being stupid, but by being smart. He is urging consumers to ‘Be Smart’, not ‘Be Stupid’, like ‘Diesels’ latest campaign suggests.

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The High Price Of Materialism