The Argentinian
An important part of the population objective consists of those just starting to smoke. (The Argentinian subsidiary BAT, Nobleza Piccardo brand strategy document). 2. Analysis of the social and cultural context the acceleration in the transmission of information and its globalization pose a new scenario, by modifying the guidelines on which societies and people construct their identities. Events have entered into a maelstrom in which they are consumed at breakneck speeds, in correspondence with the new structures Media installed in a crazy by novelty and spectacular race intended to manipulate and catch the interest of a society increasingly saturated information and with less capacity for surprise. We are witnessing a genuine paradox, in a moment in the handled such a volume of information that individuals are unable to assimilate and process it to reaffirm, reconstruct or build their identities.
We are in a society media that is governed by the principle consumerist the use and throw. Already immersed in the 21st century, Western society is characterized by a strong ambivalence. On the one hand, globalization processes tend towards homogenization of customs and identities, about a few planetarily common parameters; and, on the other hand, appear strong and marked trends toward the affirmation of differences, by the construction of local identities, either territorially or belief systems, in many cases with a pointed irrational component. The death depicted in an advertisement that appeals to a pleasure, an adventure smoking, with and despite the self-destruction that this generates… may well ask what our daily actions not promotes self-destruction. In today’s world, with a high percentage of population that dies from hunger and diseases without receiving proper treatment, the triumph of these tobacco companies is a grotesque paradox, which escapes the view of a large part of consumers. This is one consequence of the individualism that characterized the modern age, as noted by Tocqueville, individualism not only undermines the foundations of democracy itself by indifference widespread to public affairs, but also the economic interest you aletarga the mind of humans that pass to behave in a purely selfish way.