control lies with the consumer. Because anti-consumerists believe commodities supply only short-term gratification, they detract from a sustainably happy society. Further, advertisers have resorted to new techniques of capturing attention, such as the increased speed of ads and product placements. In this way, commercials infiltrate the consumerist society and become an inextricable part of the culture. Anti-consumerists condemn advertising because it constructs a simulated world that offers fantastical escapism to consumers, rather than reflecting actual reality. They further argue that ads depict the interests and lifestyles of the elite as natural; cultivating a deep sense of inadequacy among viewers. They denounce the use of beautiful models because they glamorize the commodity beyond the reach of the average individual. In an opinion segment of New Scientist magazine published in August 2009, reporter Andy Coghlan cited William Rees of the University of British Columbia and epidemiologist Warren Hern of the University of Colorado at Boulder, saying that human beings, despite considering themselves civilized thinkers, are "subconsciously still driven by an impulse for survival, domination and expansion... an impulse which now finds expression in the idea that inexorable economic growth is the answer to everything, and, given time, will redress all the world's existing inequalities." He argues that consumerism is making these tendencies worse by encouraging consumption without limit. Supporters of anti-consumerism often accuse advertising of attention theft, i.e. they believe it unjustifiably invades public areas, thereby imposing itself on people who consider its presence unwanted. American graphic designer Sean Tejaratchi expresses his resentment of this "ad creep" in a 1999 issue of his clip art zine Crap Hound: "Advertising increasingly invades my environment instead of letting me come to it on my own terms when I need it... The most powerful and well-funded methods of mass communication in history have been used to create a one-way, unending flow of shit into my life... In the twenty-eight years since I was born, I've been subjected to a stunning amount of advertising, and I don't recall anyone ever asking me if I minded." Austrian economics Austrian economic advocates focus on the entrepreneur, promoting a productive lifestyle rather than a materialistic one wherein the individual is defined by things and not their self. Criticism Critics of anti-consumerism have accused anti-consumerists of opposing modernity or utilitarianism, arguing that it can lead to elitism, primarily among libertarian viewpoints, who argue that every person should decide their level