It [advertising] certainly tries to persuade consumers to buy the product; but it cannot
create wants or demands, because each person must himself
adopt the ideas and values on which he acts—whether these ideas or values are sound or unsound. Galbraith here assumes a naive form of determinism—of advertising upon the consumers, and, like all determinists, he leaves an implicit escape clause from the determination for people like himself, who are, unaccountably,
not determined by advertising. If there is determinism by advertising, how can some people be determined to rush out and buy the product, while Professor Galbraith is free to resist the advertisements with indignation and to write a book denouncing the advertising?
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Secondly, Galbraith gives us no standard to decide which wants are so “created” and which are legitimate. By his stress on poverty, one might think that all wants above the subsistence level are false wants created by advertising. Of course, he supplies no evidence for this view.