clipped from: www.edstrong.blog-city.com are the creators of ‘imagined wants’
A ubiquitous myth is bottled mineral water,
a ‘positive’ icon of a post-McDonalds,
health-conscious generation with
unblemished complexions and youthful zeal
of free-and-easy capitalism,
‘Consumption for all!
And the ‘Captains of Industry’ can provide you
with all you could possibly want!’
Even those values which once seemed
incommensurable with what the market could offer us
Good health - drink Volvic water and Coca-Cola with vitamins
Roland Barthes' Mythologies (1957) would often interrogate pieces of cultural material to expose how bourgeois society used them to assert its values upon others.