My junior theme and materialism

For my junior theme I have decided to explore the topic of american materialism. However, the initial proposed question, "why is american society so driven by materialistic gain?" was too broad in scope and unclearly defined. I needed to find a specific aspect of america's materialistic culture from which to approach the issue. I chose advertising. The statistics for american advertising expenditures are startling, with the spending figure rising to $131 billion in 2010. A figure such as this begs the question as to the reason for its magnitude. In exploring the reasons for such a figure, my junior theme will focus on america's consumer culture, which drives such high levels of advertisement. Other factors including americans' time spent before televisions and other forms of entertainment will be examined, but all such pastimes really fall under the scope of american materialism as well, allowing my junior theme to explore the topic extensively.