The association enters this model of production in series, adopted tethers industries, and the professional corporations characterize the consumption society. Thus, this term more assigns to the current modern, urban and industrial, dedicated society to the increasing production and acquisition of good of diversified consumption each time. For the survival of this society it is essential that is created necessities of use of new products, therefore, as soon as a product appears in the market, it must be consumed intensely and after that substituted for another one. However, as we do not know such product nor we are accustomed the USA-Io, and many times not even we need it, is necessary that if it makes to create in each one of us the consumiz necessity it. To acquire a good, we need to find really important to possess it. In this process, the formation of the public opinion carried through by the medias, commanded for a small number of people who decide what we go to choose, to possess and to use, collaborates of vital form for the creation of necessities of use of new products.
This process of opinion formation occurs when the opinion – that each one possesss as exclusive and genuine thing, is induced, or influenced, for periodicals, tevs and other forms of mass communication. Mandel concludes its reflections saying that in the delayed capitalism, the expansion of the sector of services is preferable to the existence of excess capitals. However, the logic of the delayed capitalism consists of converting, necessarily, the idle capital in capital of services and at the same time to substitute services for merchandises. Thus, the society produces transformations in the relation social with the merchandise, with the images and also the proper individual suffers transformations, as we will see to follow in the reflections of Braudrillard. 3) THE TRANSFORMATIONS IN THE SOCIAL RELATION WITH THE MERCHANDISE ' ' We live the time of idias' ' , in Braudrillard says to them, where the men if find encircled more for objects, for merchandises, of what for other men.