Different Dimensions of Consumerism
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Over the past 50 years, American society has become a mass consumer culture. Americans are aware of how every dollar is spent, and certainly willing and ready to spend them. Because of this, pointed marketing strategies have become increasingly necessary. Fortunately, there are resources that have the examination of consumerism down to a science. Twitchell's Living it Up, and Silverstein's Trading Up, explore a particular facet of this consumer culture. That is the notion that what is luxurious today is standard tomorrow. Silverstein defines the luxury seekers as any and all consumers, arguing that just about everyone will happily pay more for products and services that possess higher levels of quality taste and aspiration than other goods in the category, so long as they are not so expensive as to be out of reach. This is the concept of "trading up" (Silverstein, 2003). Silverstein calls these products the "New Luxury"ła term which Twitchell also employs in a similar way. A brief comparison between the "New Luxury and "Old Luxury" is found in the chart below:
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Some common words found in the essay are:
Elitist Chart, Bad Starbucks, Silverstein's Trading, Don Delillo, Paco Underhill, Consumerism Review, Silverstein Yes, Twitchell Luxury, Luxury Luxury, luxury luxury, silverstein 2003, Portfolio York, 2003 twitchell, consumer culture,
Approximate Word count = 754
Approximate Pages = 3 (250 words per page)
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