We live in a commercial age, awash in a sea of brand names, logos, and advertising jingles -not to mention commodities themselves. Are shoppers merely the unwitting stooges of the greedy producers who will stop at nothing to sell their wares? Are the producers? powers of persuasion so great that resistance is futile? James Twitchell counters this assumption of the used and abused consumer with a witty and unflinching look at commercial culture, starting from the simple observation that "we are powerfully attracted to the world of goods (after all, we don?t call them ?bads?)." He contends that far from being forced upon us against our better judgment, "consumerism is our better judgment." Why? Because increasingly, store-bought objectsare what hold us together as a society, doing the work of "birth, patina, pews, coats of arms, house, and social rank" -previously done by religion and bloodline. We immediately understand the connotations of status and identity...

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