The whole idea behind advertising is to make us believe that we somehow will feel better if we own or possess the products that is being advertised for. The companies make up stories on screen or on paper, which will almost force us to buy their product. They often use famous or well known people to make us believe that if we buy this we will be like the famous people. If we take for example Emporio Armani. Back in 2010 they made a commercial with Cristiano Ronaldo advertising their jeans in a way that make men believe that if they were to buy these expensive jeans they would feel like they have the same popular image as Cristiano Ronaldo. But we don’t care about pricing and availability. Popular things give us status and that is what we want. So if a special App on our smartphone is popular, then you have to play it in order to be among those popular people. One of the biggest waves of materialism there has been so far, was in the 80's, with the yuppies (young urban professionals). The Yuppies were well-educated, successful, young people with big bank accounts who seeked status through the things they bought. A great example is Patrick Bateman, a fictional character from the book American Psycho. He's a yuppie. In the 80's people became living billboards.
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