Over the last few decades society has evolved, we are now so influenced and affected by advertising to the point where we choose to buy clothes which advertise for companies. Ads are the cave art of the twentieth century. And is the most influential factor on popularity of products; changing society's attitude to fashion, which now focuses on names and labels rather than practicality or comfort. Advertising may be described as the science of arresting the human intelligence long enough to get money from it.
             Why is it that so many people pay money to advertise for international clothing companies? The concept is ridiculous, but not quite as ridiculous as the amount of money consumers are willing to pay for a label; for example a no name business shirt from Myer costs $39.95, with a Pierre Cardin label sewn on the front pocket people are willing to pay more than double for the similar product. The habit of buying brands is contagious and illogical but society does not realise it. Brands are a massive swindle because the Pierre Cardin shirt and the Myer shirt are probably manufactured in the same factory in China, except one has had extensive advertising and people think the product is 'French' and therefore of good quality.
             An opposing view point to my criticisms on labels would be that brands need to label their products to sell well. Society may want the labels and large corporations may not be dishing out the brand tags just to make more money; it is possible that they are simply meeting demands. If Guess were to produce clothes that did not display their label there is no doubt that their sales would go down. What is the point of consumers paying to buy a brand if other people don't know they are wearing it? Society has come to the stage where we need acknowledgement for everything, even having fashionable clothing; back in the olden days Charles Dickens didn't even put copyrights on his books.
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