Materialism In Fight Club

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Advertisement are everywhere. In the clothes we wear, the buildings we pass by, in our school, at the local park, on public transportations, we see advertisements everywhere. Advertisements uses famous public figures as models of the products to attract customers, even though the way they advertise it does not even relate to the product, to which people fall easily. The society we live in is consumed by the idea of consumerism- the belief that it is good for people to spend a lot of money on goods and services. The film Fight Club, directed by David Fincher, is an anti-consumerist film that depicts Americans as materialistic consumers that are byproducts of society’s consumerist culture. Fight Club successfully portrayed the consumerist culture …show more content…
The Narrator then asked if “is that what a man looks like?” (Fight Club). Due to advertisements that surrounds us, people become consume of an ideal image and would buy products that cost fortunes because that is how the society portrays what an individual should look like. As companies advertise products, people gets absorb to the idea of changing themselves according to these products ideal person. According to the article Fight Club: Materialism, Masculinity, and Maturity by Theo Alexander, “Advertising has us chasing cars and clothes, working jobs we hate so we can buy s*** we don’t need”. The article talks about how people fulfill their loneliness and the emptiness they feel by buying materialistic things. Alexander said that “Fight Club shows 30-year old men with no place to go, no direction – it was all fake happiness fuelled by adverts telling you that if you have enough money to buy a great car, you’re sorted.” The article supports the idea that the American society is consumed by the consumerist culture, and almost everyone in the society becomes absorb to the idealistic image of individuals that are shown by advertisements. It shows how people becomes the byproduct of the society’s consumerist

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