Can Consumption and Branding Be Considered Part of a Person's Identity?

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7. Damien Cave comments on shopping as a way to put together an identity. Research how consumption and branding can now be considered part of a persons identity.

Director: David Fincher
Writers: Chuck Palahniuk (novel), Jim Uhls (screenplay)

* Fight Club “The things you own end up owning you”
* to Tyler, while looking at a Calvin Klein-esque ad on the bus] Is that what a real man is supposed to look like? * If you wake up at a different time in a different place, could you wake up as a different person? Tyler Durden: Do you know what a duvet is?

Narrator: It's a comforter...
Tyler Durden: It's a blanket. Just a blanket. Now why do guys like you and me know what a duvet is? Is this essential to our survival, in the hunter-gatherer sense of the word? No. What are we then? Narrator: ...Consumers?

* Tyler Durden: Right. We are consumers. We're the bi-products of a lifestyle obsession. *
* Narrator: I am Jack's wasted life.
* Narrator: I am Jack's inflamed sense of rejection.

Tyler Durden: We're consumers. We are by-products of a lifestyle obsession. Murder, crime, poverty, these things don't concern me. What concerns me are celebrity magazines, television with 500 channels, some guy's name on my underwear. Rogaine, Viagra, Olestra.

Narrator: Martha Stewart.
* Tyler Durden: Fuck Martha Stewart. Martha's polishing the brass on the Titanic. It's all going down, man. So fuck off with your sofa units and Strinne green stripe patterns. *
* Narrator: I flipped through catalogs and wondered: What kind of dining set defines me as a person?

Tyler Durden: Reject the basic assumptions of civilization, especially the importance of material possessions.

Tyler Durden: We're a generation of men raised by women. I'm wondering if another woman is really the answer we need Narrator: It's just, when you buy furniture, you tell yourself, that's it. That's the last sofa I'm gonna need. Whatever else happens, I've got that...
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