Abstract
In Visa’s 2005 television advertising campaign, a child is shown skillfully negotiating a series of handrails at a playground (life takes ambition), a pretty blonde woman clumsily sends a bowling ball down an alley, achieving an unlikely strike in the process much to the delight of her companions (life takes luck); a young man tiredly but stubbornly consumes his way through an enormous hamburger (life takes determination); an athletic young black woman feints a male opponent to score (life takes confidence), which is given the briefest but most significant of hand acknowledgments (life takes respect); a young male office worker warily maneuvers sixteen stacked cups of coffee (life takes talent); a young girl merrily skips and weaves across a concrete landscape (life takes joy); and a young couple walk down the aisle of a Vegas-style “Chapel of Love” (life takes spontaneity). These are the attributes being elicited from the contemporary consumer who must undertake life as a personal journey full of purpose and meaning, a life that both accepts and requires—in a general sense—this particular branded form of credit.
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© 2009 Donncha Marron
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Marron, D. (2009). Conclusion: Taking Life. In: Consumer Credit in the United States. Palgrave Macmillan, New York. https://doi.org/10.1057/9780230101517_13
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DOI: https://doi.org/10.1057/9780230101517_13
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-37889-0
Online ISBN: 978-0-230-10151-7
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