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In the novel Brave New World, Aldous Huxley made many accurate predictions about our world today. He foresaw that business is going to control the modern world, and companies are going to be trying various ways to to get people to spend their money. Huxley foresaw that these companies are going to use sports, manipulation of people’s minds, and their desires to be good looking and attractive to achieve their goals in making profit. All of these predictions are proven to be true by “Stalking the Youth Market”, an article written by John Schwartz.
The first enormous similarity between the world described in the novel and today’s world is the effect of sports on people and the way companies profit from this. In Brave New World sports are used to get people out, to spend their money on equipment, and “increase consumption”. A parallel observation can be drawn about sports in our world today. Sports are solely used for making money. They are no longer just an expensive entertainment, but a large base for marketing and advertising. There had been 1.7 billion spend on sport shoes by teens last year. Many companies also use sport celebrities to make certain products popular. Nike used Michael Jordan for their shoes campaign.
Another similarity between Brave New World and the present world is that companies manipulate people’s minds to increase consumption. In Brave New World scientists used sleep teaching to manipulate children’s minds to increase their desires for buying goods, “Ending is better than mending”. In the article the marketing representative of Nike agreed that marketing is “not an exact science” and this is why the company used specially designed commercials with the purpose of “getting kids to lust after their shoes”.
Huxley also foretells the effects of fashion on women’s minds. The desire to be attractive in the novel is also used by the businesses to increase sales. Lenina is a prefect example of how the Brave New World women want to be attractive and pneumatic. The article by John Schwartz also discusses the use of fashion by companies to increase sales. Present day companies use the want of people to be fashionable to make more profit. Nike knew that women want shoes that “look good”, which lead to Nike’s new products that were shoes that “look good, and you can workout in as well”. Then these athletic shoes, which are also “fashion/casual” footwear are labeled $150.
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In the novel Brave New World Aldous Huxley makes many accurate predictions about the present world. He foretells how sports, fashion, and advertising are going to be used to increase consumption. All of these predictions are verified by John Schwartz’s article “Stalking the Youth Market”.
Brave New World by Aldous Huxley
Stalking the Youth Market by by John Schwartz
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