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1、consumer cultureThe Haunted SuperstoreIKEASupermarketThe department store and the Supermarkertthe delimma of shoppingtwo sorts of shoppersthe changed image of consumer their differencesIKEAWe enjoy,we go shopping;We go,we are imposed.We are affective,easily controlled by our desire.Fulfillment of ou
2、r desire:avoiding a certain inner imbalancegratifying of our vanityinclining to displayfilling our inner voidTwo shoppersThe first shopper:take only what she wantsThe second shopper:susceptible to all the attractions of the placeBoth,when in a particular frame of mind,become the other one.We believe
3、,not what it is,but what we want to believe.the changed image of consumer No longer a foolCeasing to be seen as passive,exploited,and dim,the consumer has ceased to be as female.http:/ department store19th centuryleisured,middle-classengender desire feminine and fashionableThe supermarket20th centur
4、yself-service,standard productsmeet necessity massive and materialisticEven cat!Blue Jeanswork leisure populist sentiments:democracy,independence,equality,freedom and fraternity A supporter of Populism,a political philosophy urging social and political system change that favors the people over the e
5、lites,or favors the common people over the rich and wealthy business owners.-From Wikipedia,the free encyclopedia Elite vs.Populist Status Markersblue jeans,base-line taste,ddistinction (classlessness)(hierarchy)balance Conspicuous Poverty The popularity of worn jeans Labelingdesigner jeans Ornamentation Eroticization Status Ploydemocratizing de-democratizing