Life Style Becomes a Discourse of Marketing Discourses

In the sixties and seventies, marketers began to use life style as a way of differentiating among different kinds of consumers. The concept also then gets applied to niche groups that are seen to have more cultural capital. So it becomes a kind of marketing discourse that allows companies and marketers to hail people as individuals with ike distinct taste. But it also does is hal them into a class of consumption that, again, is in the service of those companies.