It may be drowning, but it has not yet sunk. And in a last-ditch effort to save itself, it will flail about more wildly and make more noise than ever, as we might expect from any drowning individual. No, what must change is us. What must change is how we see advertising in the context of the modern moment. We must recognize that its influence upon our lives and our well-being is in direct proportion to the amount of exposure in our lives, and that this exposure is an event unto itself, an experience separate from whether or not we respond to or believe individual messages.
High consumption has far more impact upon our environment than type of consumption.
One of the first steps we must take towards consuming fewer goods is to consume less advertising.