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than Dead,” celebrities for instance, Paul farmer the medical anthropologist Jeffrey Sachs the economist and Bono the singer united with a main aim of providing health and fighting poverty in developing countries. To achieve such aims, there was the creation of the merchandise RED that people can regard as a new method to commercialize. Bono created this new commercialization model to give more aid to The Global fund that was infuriate for funding a drastic change in fighting diseases for instance HIV/AIDS malaria and tuberculosis.
The authors squabble that they are not in search to support Bono’s initiative, but state that RED’S campaign aims at joining international aid and consumption all cosseted from celebrities by guaranties. In the article, the authors attempt to reveal how icons can influence policy making in addition to how advantageous the profits, which the RED merchandise generate, help the AIDS victims in Africa after allocation. From the article, readers can deduce that there is efficiency in this new kind of help also celebrity use in promoting the Red Products can add to attaining RED’s set objectives easily. At times, it is advisable to act in an attempt to lessen poverty in spite of the small contribution instead of wasting time and taking no action.
According to Richey and Ponte, even if consumption cannot handle anything connected with exploitation and inequality, at least it can act against diseases. Consequently, both Richey and Ponte reveal that RED among other companies concentrate on the sympathy consumption to fund the support of developing countries. This makes it a remarkable approach to violate the detail that the current society is full of consumers. The author questions the idea of ethical duties through consumption by saying that the company fails to give details of the value of the brand’s products. RED products turn out to be global instead of local because the product fails to elaborate details about who created it or
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He argues that consumer capitalism has a way of encouraging adult regression with the aim of rekindling childhood habits and tastes in adults. The book argues many products are unprofitable to the society. These products struggle to get the very few willing consumers.
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umerism contributed to industrial revolution due to growing demand for luxurious goods in which new production methods were invented (Mackendrick, Brewer & Plumb1). Hence, prompting people value fashionability over durability because they were only going for the best and trendy
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