The Importance Of Consumption In Consumer Society

started to reach the masses of people about all these products and services. For this reason, the expectation of the consumer has increased and diversified.

In intensive communication environments, made for consumer; psychological, physiological bombardments are done to break the defense shields. This, in turn, has led to the problem of businesses reaching consumers. Businesses use advertising to make products and services that they produce, to make consumers aware, to advertise, and to make a difference from those that are in competition. Businesses expect the advertising to solve the problem they have experienced in reaching and persuading consumers.

If the advertisement is meaningful for the consumer; it is a guide that offers the market

Our consuming driven societies measure material progress with an increase in the quantity and variety of products produced. We are measuring our movement point from this sector, the distribution of social progress reaching this piece of equipment. But the consumption society now shows that we are entering a society that cannot be characterized only by excessive production or consumption. Consumption society cannot be explained by consuming products alone. Consumption itself has become a necessity, far from consuming an object corresponding to human need. Therefore, the desire for consumption does not have a quality that reaches saturation. However, the cause of this situation cannot be explained directly by the manipulation of the needs. In the consumer society, the individuals are still in rational elections. But what is presented here rationally has not changed. The consumer can purchase the product even if it is not necessary, since the consumed item is offered for consumption by being associated with the meaning loaded on it rather than creating a feeling of need. Because that object also gives the individual an identity outside his or her field of use. With the increase in technology and separation of communication between people, consumption will increase, because it will become the only meaning in out meaningless

Conclusion

In our country, with the modernization process, the West is perceived as the ideal consumption model. According to experts, consumers have made money as a means of living a good life. Consumers have said that the period of new abundance is pleasing to meet the desires of high quality products. It has been observed that the consumers are aiming to live like the people of the modern world by purchasing products that were not available before. In general, individuals have stated that obtaining material goods is part of the modern world's lifestyle. Our materialism, however, has been observed to have the material products to capture the Western way of life. Therefore, in the consumer culture we live in, consumption defines who we are, we can show it to our friends and identify ourselves.

We can materialize the characteristics of consumption culture as follows;

1. Consumption is out of necessity, though this necessity can be psychological too.

2. Consumption has become a status and class indicator beyond endless need. It has been turned into a collective message sending argument via social coding and icon.

3. Consumption is not based on meeting the needs and desires, but is intertwined with the concept of