Consumer Sovereignty• Consumers determine what

goods and services will be produced by voting for them with dollars.

• Corporations utilize advertising to subvert consumers free will and modify their buying patterns.

• Limitations:• Government has the right

to remove products it feels are unsafe (DDT, Drugs, Toys, etc.)

• Government can control advertising by limiting the medium used (no cigarette ads on TV) or eliminating certain ads like Joe Camel.

• Government also prohibits the use of certain techniques like subliminal advertising as it subverts the consumers free will.

Examples of Subliminal Messages

Examples of Subliminal Messages

Example of Consumer Sovereignty• Ford Edsel – Introduced

Sept. 4, 1957.• $350,000,000 dollar to

produce.• 1st in its class – wrap around

windshield, cruise control, electric locks and 4 headlamps.

• The ad campaign was huge and innovative while it hyped the car it ultimately failed as consumers did not buy the vehicle.

The Ford Edsel