The beginning of this book discusses some of the examples of how consumer products have to constantly be updated, re-vamped and made to meet to the standards of the constant emerging culture of the American people. This is called technological, psychological, progressive and dynamic obsolescence. According to Giles Slade, author of the book, "All of these terms refer to the mechanism of changing product style as a way to manipulate consumers into repetitive buying," (Slade 5). He goes on to discuss the idea that all products eventually become worn, stressed, old, out-dated and simply boring. In order to feed consumers wants and desires, manufacturers of these thousands of products will do anything in order to keep their customers coming back for more. Manufacturers have come up with marketing strategies in order to promote repetitive buying and consumption. For example, "from branding, packaging, and creating disposable products to continuously changing the styles of nondisposable products so that they became psychologically obsolete" (11) were the main strategies used to promote consumerism since the nineteenth century. Disposable razors and tampons were just some of the products that began this phenomenon.
Another way manufacturers kept up with obsolescence was through the process of updating the automobile. For example, in the 1920's, Ford Company and General Motors battled against each other to see who could make the most money by selling the most cars. It seemed that the only way to do this was to keep updating their automobiles to keep car shoppers interested. They wanted to keep people coming back to the dealerships for the most up-to-date, stylish, yet affordable car. Henry Ford (inventor of the Model-T) was opposed to this obsolescence strategy and he eventually had to get rid of the rusty, old, outdated Model-T. He has to "get with the program" as they say, of style over functionality in order to maintain his business and keep his sales up. "Psychological obsolescence was now the rule for U.S. automakers. And because car production was America's flagship industry, this lesson was quickly copied in all other areas of manufacturing," (47). So not only were cars an important aspect of this "new is better" phenomenon, but most other items that consumers bought were also forced to be the newest and most updated.
Slade then goes on to discuss the manufacturing of goods and product addiction. He discusses the idea that products are made in order for people to collect and own (like Barbie dolls and baseball cards), which ultimately put people at risk for product addiction. Slade mentions that it is a self-conscious concern that we have to be up to date with the latest fashions and models, which defines this psychological obsolescence. This was a new mentality that people had to adapt to, especially in the 1920's and during the Great Depression era. During this time, a man by the name of J. George Frederick became famous for inventing progressive obsolescence (58). His principle focused on means for buying efficient and stylish products that were up-to-date rather than using something until its last resort. His wife Christine also became famous for identifying the buying habits of women during this time and how important it was for women to have the most stylish and new items above and beyond any other reason for purchasing things. "In their everyday lives, ordinary people were becoming familiar with the need to discard not just consumer goods but ideas and habits that had suddenly became obsolete," (62). Her ideas revolved around the psychological effects that progressive obsolescence had on people during this time.
Planned obsolescence, in my opinion, is just a business strategy that has been around for almost a century now. Businesses and manufacturers are constantly trying to come up with new ways and ideas to keep the consumer happy. Obsolescence is a way to keep consumers psychologically happy because if it's not new, then who would want it? Although I know a lot of people who use the crap out of things and refuse to by new things (i.e. my dad has had the same cell phone now for 7 years), I believe it does make a person feel better about themselves to have the newest and latest trends, fashions and technology. Along with a psychological effect, obsolescence has a lot to with the economy and technology. Since we have become so reliant on the latest technologies, we are more prone to obsolescence. Phone, computer and television companies are always catching onto the latest technological advancements being developed. These companies will continue to keep up with technology in order to satisfy their consumers and to keep their businesses going into the future. We as consumers have to have to latest cell phone and television in order to experience these latest technological developments. Sure, anyone can still pull their old TV out of the basement cellar, plug it in and watch basic cable, but why should they when there is a High Definition, plasma or LCD screen television just waiting to be bought down the road on a shelf at Wal-Mart? The reason we buy new things is to keep up with the fast-paced consumer world. For example, phone companies (like Verizon) have startegically planned a 2-year activation agreement with all of their customers because they know that within 2 years, most people will want a new phone. So basically, a Verizon customer is forced to purchase a new phone and extend their account with them in order to keep Verizon's service. It's funny too how 2 years is too long sometimes and some people have to have a new phone every year or even less. It's plans and strategies like these that businesses strive to promote because they know that consumers will have to upgrade. The lifespan of any product nowadays is shorter than ever. It's inevitable that we as consumers always have to have the "next best thing."
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