Part One. Lexicon
One. Malls are a Retail Juggernaut: they represent over
half of all retail activity. 248
Two. The term: “The Malling of America” means (1) the
exponential growth of malls, (2) the influence of malls on our thinking,
identity, and the pursuit of happiness.
Three. Farrell’s definition of culture: “Culture is what
happens when we’re not paying attention.” In other words, when we’re bovine,
passive, mindless creatures, culture imposes itself on us, shapes us, and makes
us who we are without even being aware of it. 249.
Four. Utilitarian Shopping: We shop out of necessity.
Five. Dopamine Shopping: We shop to feed the pleasure
centers of our brain and in this manner, the shopping becomes both insatiable
and addictive.
Six. Symbolic Shopping: We shop because the products
represent or symbolize powerful emotional needs: belonging, identity, status,
reproductive success, creativity, and rebirth. If you are a marketer and you
can’t link your product to one of these emotional longings, then you are
finished. These are the same
symbols and emotional needs addressed by religion, so we can conclude that
shopping has a pseudo-religious component to it.
Seven. What you buy, reflects your values like the
different values of an SUV and a Mini Cooper.
Eight. To sell things, you must market a fantasy and the
fantasy must be uninterrupted. Car salesman will hide your keys because they
don’t want you to leave to think about it. The mall doesn’t want you to find
the exit signs because they want to remain intoxicated by your fantasy. See
pages 264 and 265.
Nine. Life without a fantasy is not worth living. Fantasy
is the color that animates and sparkles your drab life. Fantasy is the caffeine
that jolts you out of your depressed, self-loathing stupor. You need a fantasy,
and by God, the marketers of iPod, Mini Cooper, and True Religion jeans are
going to provide one for you.
I personally drive a 2007 Nissan Maxima. What fantasy is
Nissan selling me? That I am a man who does not compromise. I take my manhood,
my masculinity, to the maximum.
What’s the fantasy of the Honda Fit? By driving a small,
skinny car with good gas mileage, I am getting into shape: I am getting “fit.”
Part Two. Writing Option
Choose a successful product like iPod, Mini Cooper,
Diesel, etc., and research the way the fantasy it represents. Your thesis would
look something like this:
Product X is promoting the fantasy of _______________ by a
clever marketing campaign that positions Product X through
_____________________, __________________________, ________________________,
and ______________________________.
Here are some ads:

