Ambivalent features of consumerism ideology: philosophical aspect

Objective: to study the ideology of consumerism, identify its strategic maneuvers, analyze consequences their implementation, which affected state modern society and existence a personality. Methods: logical structural analysis, system-functional approach, comparative analysis. The material for theoretical understanding problem was ideas J. Baudrillard E. Cassirer. Results: revealed that consumerism is addressed mythological type consciousness personality, placing emphasis on such components as miracle myth happiness, attracts attention individual. A powerful force transparent control over consumer advertising based design technology. Its constituent elements are image, deliberately constructed. Advertising sacralizes promoted objects, turning them into fetishes. They become objects worship lust consumer. Through structures psychic reality, exerting suggestive effect individual potential buyer advertised objects. manipulativeness most clearly manifested in relation symbolic consumption. It stimulates consumer’s buying activity through massive attack with signs symbols representing brand. advertising, brand sacralized, but semantic significance turns out be simulated. Dependence consumption indicates not only status or success an individual, also lack self-sufficiency determined by absorption goods/services produced it. Scientific novelty : consists revealing ambivalence ideology, actively exploits personality consciousness, along rational-pragmatic one. Practical using research results form strategies overcoming social crisis, further studying current society, technology, well forecasting algorithms actions possibility correcting worldview.