Vanity and judgment are two of the most symbolic words suitable for modern shoppers. Everything in the atmosphere of fashion is based on looks, and how much one is willing to spend on attire. Often times, the more money one spends, the more superior he or she is considered. It is conceived that one's possessions are signs of personal identity, and most times, this dictates how one is treated. This backwards theory of society is folly.
According to social standards, it is vital for one to be in style with contemporary trends. This belief pressures one to become easily entangled in the rush of consumerism. Manufacturers make ads "to die for," which projects an image to viewers that they have to attain a specific product. An example of this is the Mercedes-Benz company. Mercedes-Benz has radio ads, as well as television commercials, and billboards advertising their latest model of cars, allowing the listener or viewer to pick between a beautiful, luxurious sedan, or a classy and sophisticated SUV, informing the potential customer that these two high end vehicles can be bought or leased for virtually the same price. Ads like this creates a figurative hole for the consumer to jump in; for most individuals do not have the means to live comfortably and own a luxurious car simultaneously. However, once again, there is a sort of pressure placed on the average citizen to possess better, more lush assets than those around him or her. Pride and ego are also contributing factors.
Expensive belongings project the image of prosperity, and sometimes happiness. This should not be, but sadly, it is true. The brand names of one's possessions have also been made important. For example Louis Vuitton has a positive, more posh connotation; whereas Xhiliration (a Target based clothing line) is perceived as cheap and unreliable to high class shoppers. Norton gives an example of this theory by saying, "Everyone, from architecture critic at the New York Times to kids knows what Ralph Lauren means (it) evoke(s) the upper class.