Consumer Society In American Psycho By Bret Easton Ellis

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INTRODUCTION There are many different marketing phenomena including what it is to live in a consumer society, branding, the domain of consumption, consumers as emotional pleasure seekers, brand community and marketing and society. In this essay I will address what it is to live in a consumer society. The novel I have chosen as part of my study is American Psycho by Bret Easton Ellis. This novel explores the life of an investment banker named Pat Bateman who works in Wall Street by day and is a cocaine sniffing murderer by night. Throughout the novel Bateman tells us about how he meets up with his friends and they critique how other people are dressed, argue about social etiquette and give one another fashion advice. It depicts perfectly how people are driven by material gain and superficial appearance and how they notice an individual because of their name or the brands they wear rather than notice them as a person. These people have an idea of what an ideal person should look like and how they should act and they strive to be just that and won’t settle for anything less. It is because of this that I felt it was the perfect novel to choose for this assignment. CONSUMER SOCIETY A consumer society is when an entire society is organised around the consumption of particular commodities, from which they gain prestige and identity (Firat, Kutucuoglu and Arikan Saltik, 2013). “A consumer society is characterized by an open exchange, a focus on material wealth and a belief in
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