Consumerism in America

When thinking about consumption in America of commodities, instantly springing to mind is Mcdonalds, Starbucks, Apple and Walmart. Iv done my blog on the clothing company GAP.
GAP was founded in 1969, by Donald Fisher and Doris F. Fisher, and has since become the largest apparel retailer in America. There are 3465 GAP stores across the world in over 15 countries.
In 2003, Gap was sued by sweat shop workers in Saipan, The allegations included "off the clock" hours, where workers were not paid for working overtime, unsafe working conditions, and forced abortion policies. However in 2006, Gap was named in the top 100 most ethical companies. However in 2007, a documentary broadcast on the BBC, showed child labor in India in GAP factories.
The idea of GAP as a lifestyle rather than the products themselves really showed in an advert campaign from around 4 years ago

The ad campaign features Madonna and Missy Elliot, the idea of the advert is that if you buy GAP jeans you could look like Madonna and Missy Elliot, (Although I'm not too sure if there are many people out there who would volutarily look like Madonna, and if GAP make jeans big enough to fit Missy Elliot how come I struggle so damn much to find them?!) The advert epitomises the consumerist society, the advert is not selling clothing. It's selling an ideology and a lifestyle.