Friday, June 23, 2006

When adjectives become . . . commodities

I've been searching for a word or an explanation for the following retail phenomenon. For example, books make good gifts. Seizing on this fact, some book stores now have sections where they sell "gift books." Another example: tattered jeans. Seizing on the fashionableness of such jeans, jeans are now made and sold as "tattered jeans." Adjective. Noun. Product.

In both examples, what used to be made by individual gestures and uses - books into gifts, jeans into tatters - is presented as pre-made and sold as a special kind of product. What is going on here?

1 comment:

Anonymous said...

What the fuck kind of question is that? Don't you have anything better to write about? Damn.