. The most persuasive argument for any activity is that everyone is doing it – and here everyone is shopping

An Extract From - The Age of Absurdity, by Michael Foley

This is a fairy land, never buffeted by wind or lashed by rain, without clocks, closed doors, beggars, litter, graffiti, garbage, vermin or dark alleys, where the temperature is always pleasantly constant and the light evenly bright and the Pipes of Pan vie in sweetness with the tinkling of euphonious fountains at the intersections of the broad esplanades. On all sides shining emporia display garments, shoes, lingerie, creams, lotions, fragrances, chocolates, toys, mobile phones, games, televisions, flowers, music players, jewellery, sports gear and digital picture frames restlessly changing content every few seconds...


...everything about a shopping mall is designed to encourage the feeling that not to want anything would be atrociously churlish. Firstly, a mall eliminates distractions such as depressing weather and accusing clocks. Then, if it is a multi-storey building, a soaring atrium or central well makes an immediate, profound impression. Planners, from the architects of Gothic cathedrals to those of contemporary corporate headquarters, have understood that the key to inspiring awe is redundant space, especially overhead. Any structure with its own firmament must have been created by God.

To enhance the religious atmosphere there may be background piped music as soothing as organ chords. And there will certainly be many fellow worshippers to provide reassurance. The most persuasive argument for any activity is that everyone is doing it – and here everyone is shopping. The company of the faithful is immensely comforting but, as in church, there is no need to engage. The real engagement is with the icons in the window displays, promising to confer distinction, enhanced status and sexual attractiveness. These material goods even enhance the religious feeling. Brain scans have shown that high end brands evoke the same neural response as religious images; that, shocking and lamentable as it may be, an iPod has the same effect as Mother Teresa. Also, the window s displaying these material icons extend from floor to ceiling, completely exposing the bright interiors, and the entrances are wide and doorless, so the instinctive fear of entering an unfamiliar space is overcome. Inside, young, attractive sales staff approach, seeking eye contact with friendly encouraging smiles, creating the illusion of youth and attractiveness in the shopper. The loud soul music suggests a bar or club where mutual attraction can blossom but, unlike the brutally competitive bars and clubs, here there is no possibility of rejection. Spending money is the easiest orgasm.