•The consumer is a man rivalling with an other men who wants to display his wealth to compete with other guy.•Post modern all in the mind all in the image. •Identity and wealth, not what you got. What you are seen to have. Personality that can be displayed to others.•Fashion you can chose an identity, it always changing.•In 1819 shopping- consumers rent.•Pleasure in shopping.•Watching people shop in 3rd world countries for necessities.•The new city culture is enchaining •Floyd theory unsatisfied desires and advertises trying to sell things more and move to people.•Window shopping 19th century. Looking but no buying and saving money.•20th century females who love spending for their sake.•Heroine, pleasure of spending •Shopping a leisure / activity.•Glam of an idea of glam.•Windowing is about comparison and instructional citizen one can disgust between one object and it similar kind.•Distinguishing degrees of glam or desire ability•Department stores, modern form-urban•Proto-shopping centre•Zola- The cathedral of modern comers - purpose but structure•Department store experience -purest form•You left a bit of capital there and emerged the sense of being a part in something.

•Suite class, you leave and you got a carrier bag, so people know you have went there. E.g. you have become Harvey Nicholas in a sense for a day. Kind of like a tribe or cult.•Dreams of coming back or coming back with a bigger boy. •Department Store- “Buy stuff place where you”•Cathedral “Place where you worship stuff ”•Does the supermarket have a different effect on people lives?•Supermarket starts of with different association •Department stores to get cheapest possible foods•Consumer their isn’t a fantasising consumer but an economising, probably a cover class.•Necessary shopping(supermarket). (19th century)•Now supermarkets are copying the image of the department stores to becoming all in one shops selling everything, everything like display.•Advertising-Forcing us to buy things we don’t want. Everyone knows that’s what they try to do.•In 50s/60s we were all manipulated into things without our control. Very powerful compared to know we have resistance.•Consumer in control, able to manipulate back. Everyone has become more superficial sophisticated about there things . Its fun what a brand e.g. Levis is going to try and do to sell /make you buy another pair of jeans. Advertising is working but who is it working on?•The things we might buy are still advertising goods.

•Advertising new, its more of a guessing game in a sense as you don’t even know what they are advertising until the end.•Most Japanese ads they have nothing to do with the product. They are just designed to capture your attention.•Warhol- celebrity -Hard to separate themselves from the market world.•Speed and Change -Fashion -New technology -Rapid communicate of things -Things are going to fast and their is no space for resistance. And something new.•We need to consume?