The document discusses Gilles Lipovetsky's theory of consumer behavior and the role of advertising in modern society. It describes three historical phases: 1) democratization of consumption, 2) multiplication of products and the rise of advertising, and 3) the abundant society that lives in an unbalanced reality. Advertising is seen as both promoting false needs but also bringing social benefits. Critics argue it makes people greedy while defenders say it has improved living standards. The document also discusses how advertising uses myths to shape behaviors and resolve human dilemmas in a similar way that myths did in ancient societies.