Ciało, konsumpcja i sukces

Abstract

In article is discussed in various manners being cherished the perfect body in consumer society as the way to success phenomenon. The phenomenon is pending as consumer’s society the main seek – consuming promoting expression. On the ground of four success assumptions, promoting and supporting consumption (followed examples: continuous accenting of success mood and accessibility, consultant, advisors and success procedures eff ectors’ being, receptive to success contingent being) is being highlighted opportunities of consumer society to develop favorable to it self consumer. Is analyzed the myths of success helping to ground the dependence of individual on existing in society standard of consumption: “we can satisfy all your needs”, “we know the best what you need”, “we can satisfy your needs at the best of times”. Is shown that body perfection using modern technologies and preparations is relative with some kind of risk, also is discussed the main its factors. Reveling, that in consumer society more and more settles the cult of perfect body, is being one side motivation to train body as the guaranty of success, ignoring the integrity of personality, from one side – is disintegrating society, motivating off hand attitude to older aged people, signifi cantly lessens intellectual eff orts and its meaningfulness. Form other side, is being constantly orienting and habituating to consume material and intellectual merchandise and services, so growing dependency on them the individual becomes easy to control in political services market, so is being formed sympathetic environment for appearance of manageable democracy.