Consumerism In The Film: Consumerism And Film

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Derrick Vickers Professor Smith English B1A 14 November 2016 Consumerism and Film There was a time when everything was so simple, uniform, certain and solid. When people continue living the same way for many generations, but as Marshall Berman once said, “All that is solid melts into the air”. What we once know of and were familiar with became something strange, ambiguous, exciting but also frightening at the same time. We have come to the period that differences and changes are considered good. This so-called period is known as “modernization”. Modernity occurred after the period of industrialization during the late 18th century where new standards of living and manufacturing systems were established. Later, the new power of American Capitalism…show more content…
Frank Buam’s invention of visual display of merchandises. Its silver screen acts as the shop windows showing people the new modern world of commodity consumption turning people within the society to become commodity spectators and luring them into practicing consumerism so that they could become ideal consumers. Moreover, to answer the issue of how Hollywood naturalizes consumerism is that it uses the art of rhetoric narrative or marketing not aiming to sell the standardized goods but selling the concept of consumerism. Both of our case studies create consumer disciplines for the people teaching them how to do consumerism and how to become good consumers. The two films succeeded because the use of Miriam Hansan’s concept of Vernacular Modernism in a mimetic level of merely using narrative, characters, space and other visual representations depicted in the films presenting consumerism in an understandable and accessible way for the people in the…show more content…
“For many Historians of consumer culture, the department store has gained a kind of totemic status completely out of proportion to its relative significance in the nineteenth century”(Godeau; Gender, Consumption, and Commodity Culture 841). During the 1920s, as Solomon Godeau, a professor of the University of California, theorist and a writer in Feminist theory and criticism, has marked out above of how people’s leisure in the 20th century was significantly involved with department stores as a new modern space, showing people where they can act out consumerism in a way that people can go to department stores for shopping and spending their leisure time. Moreover, the store portrayed in the film also uses Marxist concept of the utopian or magical and dreamy world which is full of commodity fetishes being bought, viewed and displayed to create new sensory experiences especially for women who become excited and fall for the art of marketing inside the store, in a way how commodities are arranged, which triggers the desire of owning that products and spend money on
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