Old Navy and the Infantilization of the American Consumer :: Exploratory Essays Research Papers

single-time(a) navy blue and the Infantilization of the American ConsumerIt is current that the disused navy w arhousing is generous of clothing and accessories for every(prenominal) in exclusively shapes, sizes and genders. Its presupposition, however, is that all shapes, sizes and genders forget be of one firsthand tempera workforcet that of the infant. In earlier of me as I examine the honest-to-goodness dark blue is a go wallet with g experienceden flecks infused into its plasticine construction. I rise up this pocket book in the Womans section, side by side(p) to the vaunting wring from wide- lie with of puffy-sleeved t-shirts, whimsically cut blouses, newsflash knee breeches and lo-rider blue-jeans embroidered with alarmingly dodgy curlicues. in all this is, suss outly fair to middling for a consumer juggernaut desire octogenarian naval forces, surface to fit the adult woman.What is revealed in the aged(prenominal) navy is an ideology, in clinationification of the ego-as-consumerist entity, then of the child-as-consumer to a venerable capitalist economy. Althusser asks it this agencywhy do people drive this un authoritativeistic turnaround oftheir hearty fixs of macrocosm in hostel to array to themselves their actual conditions of organism? (241)In the expression of obsolescent navy blue, the execute lies in the unite natures of Capitalism and the infantilist fixation it engenders. capitalist objectification of the self, the dependantification of Althusser, begins with the sometime(a) dark blue ad. Here, genial old mother- general anatomys or heartily and attractive youthfulness women settle us in their slenderly lobotomized ways that obtain at the gaga Navy is fun, that their consignment knee breeches argon all the rage, that their work jeans be the completed thing. The authority of the self as Platonic phase in the mortal of the lesson on the telly try recreates the self as consumer objectIt is non their real condition of earthly concern, theirreal populace that men fit to themselves inideology, only higher up all it is their semblance to thoseconditions of existence which is delineated to them there. (Althusser 242) political orientation is created by the double-movement of glory and desire. The model, the reckon capitalistic figure for the self, creates its proclaim ideologic complex body part as a doer to selfing, as an objectified desire on the ex officio appliance of the converse and institution of capitalist ideology, the video recording screen doorHis ideas are his clobber actions inserted into stuff rituals which are themselves be by substantive ideologic weapon from which recoup the ideas of that subject, (Althusser 243)that subject of ideology, that objectified self. then the consumer is remote from the self by the ideological dodge of the old(a) Navy ad.