The Allure Of Luxury Twitchell Analysis

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It is difficult to imagine what it would be like living in media driven world that isn't going at a million miles per second. People often just blame the media and advertisers for tugging people in different directions, telling them who or what they should aspire to be to acquire a luxurious lifestyle. Criticizing advertisers for the scrutiny we face is easier than admitting we all want the gourmet meals and high end vehicles because it makes us feel good about being able to experience a luxurious life. James B. Twitchell's piece "The Allure of Luxury" focuses on how we, the middle class consumers who crave luxury, play along with advertisers and marketers in the chase of a luxurious lifestyle, and how it can be a good thing. His historical…show more content…
Twitchell referred to the 1700s with Marie Antoinette then brought it back to how her life influenced the idea of luxury. Later on, he used the Duchess of Windsor from the 1900s and, again, related her to his point of view. At the end, he referred to Tom Ford, Warren Buffet, and Donald Trump. The author used public figures, from past years and current, to demonstrate how humans have always had a craving to the happiness the rich feel from luxe items. The consumers have made this so obvious, allowing advertisers to market to us better. The author also begins with a casual tone, but then, changes, for a moment, to a serious tone to explain how there is a luxury item in every category. His examples are "coffee; there's Starbucks; in ice cream, Häagen-Dazs; in sneakers, Nike; in wine, Chateau Margaux; in cigars, Arturo Fuente Hemingway, and well you know the rest" (120). Twitchell continues with his use of examples of how realistic it is to feel rich. He throws humor back into his work with his short story about Tom Ford. Afterwards, he states " 'Luxury for all' is an oxymoron, all right" bringing his audience back to his point. Finally, he mentions how far the consumer's desire for feeling good and the advertisers have pushed each other. They have also pushed the rich into only allowing them to have two things. The author writes "the filthy rich have only two genuine luxury items left: time and philanthropy." Twitchell ends with humor, and this allows his audience to know he is aware of the opposing view, but he is still aware how silly the consumers and advertisers have made luxury not really
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