Some critics of advertising have assumed that the creation of false needs in consumers is the principal mechanism underlying what these critics regard as its manipulative and hegemonic power. …
Marcuse supposed that we all have certain real needs, both physical and psychological. Advertising appropriates these needs for its own purposes, forging psychological associations between them and consumer items, e.g., between sex and perfume, thereby creating a false "need" for these items. Since the quest for fulfillment is thus displaced from its true objects to consumer items, the implicit promises of advertisements are never really fulfilled and the consumer remains at some level unsatisfied.
Unfortunately, the distinction between real and false needs upon which this critique depends is extremely problematic. If Marcusians are right, we cannot, with any assurance, separate our real needs from the alleged false needs we feel as a result of the manipulation of advertisers. For, in order to do so, it would be necessary to eliminate
But, in fact, Marcusians make a major mistake in assuming that the majority of consumers who respond to advertising do not do so autonomously. Advertising techniques are unable to induce unwilling behavior in rational, informed adults, and regulations prohibit misinformation in advertising claims. Moreover, evidence suggests that most adults understand and recognize the techniques used and are not merely passive instruments. If there is a real need for emotional fulfillment, and if we can freely and authentically choose our means of obtaining it, then free, informed individuals may choose to obtain it through the purchase of commodities or even through the enjoyment occasionally provided by advertisements themselves. …
Which one of the following is a claim that the author attributes to Marcuse?
In modern society, advertising helps lead people to think that they are satisfied.
Modern societies differ from earlier societies in that they fail to satisfy basic physical needs.
Not supported. The author never claims Marcuse believed modern societies fail to satisfy basic physical needs. He believed advertising doesn’t satisfy the consumer’s real needs, but that doesn’t mean society generally doesn’t satisfy basic physical needs (food, housing, etc.).
It is impossible to draw any meaningful distinction between real and false psychological needs in modern society.
Not supported. This misdescribes Marcuse’s view. Marcuse believed people can’t distinguish between false and real needs and so think they’re satisfied by buying stuff. But this doesn’t imply Marcuse believed it’s “impossible” to draw distinctions between real and false needs. In fact, Marcuse did draw distinctions between real and false needs – conceptual distinctions. Some kinds of needs are real, and others are false – that’s a distinction Marcuse believed exists. False needs are created by advertising, real needs aren’t – that’s a distinction Marcuse believed exists. Don’t confuse people’s alleged inability to tell what needs are real or false from with the idea that it’s impossible to draw distinctions between real and false needs.
Advertising in modern society has sometimes become a tool of oppression working to the benefit of totalitarian political systems.
Not supported. The author never describes Marcuse’s beliefs about totalitarian political systems.
Advertising exploits basic human needs by deriving from them certain secondary needs which, though they become real needs, subtly work to the detriment of consumers.
Not supported. The author never claims Marcuse thought false needs ever become real needs.
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