take me into your skin

The servant of the status quo, advertising has nevertheless identified itself with a sweeping change in values, a “revolution in manners and morals” that began in the early years of the twentieth century and has continued until the present. The demands of the mass-consumption economy have made the work ethic obsolete even for workers. Formerly the guardians of public health and morality urged the worker to labor as a moral obligation; now they teach him to labor so that he can partake of the fruits of consumption. In the nineteenth century, elites alone obeyed the laws of fashion, exchanging old possessions for new ones for no other reason than that they had gone out of style. Economic orthodoxy condemned the rest of society to a life of drudgery and mere subsistence. The mass production of luxury items now extends aristocratic habits to the masses. The apparatus of mass promotion attacks ideologies based on the postponement of gratification; it allies itself with sexual “revolution”; it sides or seems to side with women against male oppression and with the young against the authority of their elders. The logic of demand creation requires that women smoke and drink in public, move about freely, and assert their right to happiness instead of living for others. The advertising industry thus encourages the pseudo-emancipation of women, flattering them with its insinuating reminder, “You’ve come a long way, baby,” and disguising the freedom to consume as genuine autonomy,. Similarly it flatters and glorifies youth in the hope of elevating young people to the status of full-fledged consumers in their own right, each with a telephone, a television set, and a hi-fi in his own room. The “education” of the masses has altered the balance of forces within the family, weakening the authority of the husband in relation to the wife and parents in relation to their children. It emancipates women and children from patriarchal authority, however, only to subject them to the new paternalism of the advertising industry, the industrial corporation, and the state.

—Christopher Lasch, The Culture of Narcissism (via youfuckingpeoplemakemesick)