Consumer Society, which was formed in the late twentieth century, has both advantages and disadvantages. Its advantage consists in providing a great number of new jobs (at least before production robotics), rich, thriving economy and a huge variety of different products and services. On the other hand, it is a large number of unnecessary goods, additional financial loading on the middle and lower classes of society and, among other things, the active development of advertising technologies, including their most aggressive forms.
The story of Henry Kuttner, one of the classics of the American school of fantastic fiction, tells us about difficulties the society may face in the further development of advertising. In his work “Year Day” (1953) describes the world in which advertising has the incredible pressure on people. Using new technologies advertising content is projected in the streets, on the premises, even in private hoses. Thus, “… pushing, driving, the hypnotic whirl of colors, superadvertising planned by the best psychologists on earth, twisting everybody’s arm to squeeze out of them their last cent because there wasn’t enough dough to go around any more”. The stream does not weaken for a second, and the only way to protect you from this pressure is the expensive advertising blocker.
In 1953 the Kuttner’s world looked too grotesque and obviously sick – how can such inexcusable invasion of privacy exist? Why was such practice not legally prohibited? And is it possible to live normally under such pressure? But today we see nearly the same thing on the Internet. You can experience it every time you try to find a cross on the screen popped up in the middle of an advertising banner. And what if you look forward a little? Today, many companies are working on the widespread introduction of the augmented reality goggles. It is a remarkable technology that should be very helpful, both at work and in everyday life. It provides great opportunities for placement of advertising content virtually everywhere!
The recently released video clip of Keiichi Matsuda, «HIPER-REALITY» allows you to see how the world might look like, in which a person will be continuously connected to the augmented reality.