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The biggest deal of the movie was on the modern society, which is recently turned out just a consumerism. During the movie this new trend is symbolized always by the replica of Tyler Durden 'You are not just what your job is' and the emphasize reached the peak at the scene where Tyler made up the mind of the supermarket employee, by using his gun, to change his job, in fact to be what he wants to be. This dialoged was completely dedicated to the shaping power of the Consumer Culture.

The movie is about what happens when a world defines you by nothing but job, when advertising turns you into a slave bowing at a mountain of things that make you uneasy about your lack of physical perfection determined by the consumerism. (As displayed in the scene where Tyler asks after seeing the Celvin Clein advertisement 'is this what a man supposed to looks like' with simultaneous irony and sincerity, of the self-perceived emasculation of working-class white men) And how much money you don't have and how famous you aren't. It's about what happens when you're hit by the fact that your life lacks uniqueness; a uniqueness that we're constantly told we gained through the enculturation process. At that part Fincher was underlying the unseen patterns of the society: 'you are not free; since you are not free to choose: Sure there is choices in front of you but the results are determined by the supreme power of the Hegemony, gain more money to obtain acceptance from the society. However that was not the only criticism, during the movie the director took us to the realm of the commodification, especially in the scene where Jack buys his new furniture like all of his cooperates made. The scene was very impressive since it made us feel the pace of the consumption, the impacts of the advertisement, which are offering us impossible: fame, beauty, wealth, immortality, life without pain, on the consumption patterns. He looks at Ikea catalogs



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