“You are not your job; you’re not how much money you have in the bank. You’re not the car you dive. You are not the contents of your wallet. You’re not your fucking khakis.” John Zavodny. “I Am Jack’s Wasted Life: Fight Club and Personal Identity.” (51). This brings me to my point about how buying things, is a way of telling people how you live and people that are trying to have a better self image of there self. Self-identity is the consumer’s main target and will go to the extreme to become the person that want to be. In “Fight Club” Tyler Durdin was Jack’s wasted life. Tyler Durdin says in the movie “You were looking for a way to change your life. You could not do this on your own. All the ways you wish you could be… that’s me. I look like you want to look, I fuck like you want to fuck, I am smart, capable, and most importantly, I am free in all the ways that you are not.” John Zavodny. “ I Am Jack’s Wasted Life: Fight Club and Personal Identity.”(47). When Tyler Durdin say this in the movie, it becomes all surreal to Jack. Jack believes that Tyler Durdin is real and that he should do everything that he wants him to do because Jack wants to be like Tyler. In the Movie “Fight Club” Jack uses communication through consuming, meaning that the clothes that he buys, the furniture that he buys for his condo and the little things that make him fell better about himself, help Jack communicate to other people through consuming wants rather than needs. Jack also mentioned in the movie that, that condo was his life, again meaning that what he bought for his condo is want he wanted people to see and he wanted people to see what he wore. So when his condo got blown up, he didn’t know what to do with his life because he had nothing more and that was his life.