advertising as a commodity
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ADVERTISING AS A COMMODITY
Pity the New Zealand farmer. Because he produces a commodity he is trapped in seasons of dependency. The kilo of beef or lamb or wool is worth not what he thinks but what the market thinks. The only way he can alter his income is by producing more kilos of commodity. To do this he has to spend more. A bigger herd, a bigger bull, more fertiliser. But when to spend ? The season when he can afford to, when demand is stronger than supply and every other farmer will be doing the same, or the next season, when he can't afford to because every other farmer has increased supply and the prices are down.
'Thank God we're not in the business of producing commodities' I can hear you say. But let's explore this idea of advertising and commodity a bit further...