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Consumer ChroniclesCultures of Consumption in Modern French Literature$
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David H. Walker

Print publication date: 2011

Print ISBN-13: 9781846314872

Published to Liverpool Scholarship Online: June 2013

DOI: 10.5949/UPO9781846317156

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date: 22 November 2017

Conclusion: A Good Buy?

Conclusion: A Good Buy?

Chapter:
(p.296) Conclusion: A Good Buy?
Source:
Consumer Chronicles
Publisher:
Liverpool University Press
DOI:10.5949/UPO9781846317156.019

In his novel 99 francs, Frédéric Beigbeder centres on price as its motif and features a protagonist who works in an advertising agency. The novel shows how society is dominated by a kind of demented hedonism and highlights shopping as a pursuit for unreasonable individuals. It also offers a perspective on how brands became the dominant feature of the modern world, consistent with Naomi Klein's insights in her study No Logo which is widely regarded as a ‘Bible’ of the ‘anti-globalisation’ movement. Michel Tournier's 1975 novel Les Météores features a character who specialises in refuse, and who considers the rubbish dump a repository that consummates the cycle of mass production and consumption.

Keywords:   99 francs, Frédéric Beigbeder, advertising, hedonism, shopping, brands, Naomi Klein, anti-globalisation, mass production, consumption

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