Consuming Identity

The sequence of rungs along the back of the chair varies in dimension and spacing mimicking the bar code patterns that permeate all consumer packaging.

The marketing of consumer products works to create a sense of identity with the consumer. “According to advertising guru James Twitchell every symbol, from Alka Seltzer’s Speedy to the Energizer Bunny plants powerful notions of who we are.” [1] Consumers are enticed to buy products based on branding, a learned response to identify with a particular product. By choosing a particular brand of coffee, for example, you’re indicating your good taste or your social status.

[1] Richard and Joyce Wolkomir, Smithsonian Magazine, page 103.

Consuming Identity Chair constructed from recycled tin cans.

Symbolic of our unconscious consumption of identity, bar codes appear on nearly all packages, but are rarely noticed by consumers. The mysterious encrypted sequence of lines and spaces now identifies every consumer product, every express package, and every item that we buy.

Which consumer product do you identify with most and what does that say about your identity?

In this chair I explore how we are constantly bombarded by images and advertising. So much of what we buy displays a brand name. T-shirts, underwear, outerwear, hats, pajamas, shoes.... almost everything we buy bears a brand name logo, converting individuals into walking billboards.

Pre-printed steel from recycled tin containers, fabric seat; aluminum rivets, steel screws.

Dimensions: 51" H x 19.5" W x 10" D

Available for purchase or exhibition.
Copyright 2001 Harriete Estel Berman

Consuming Identity Chair looking at the seat of the chair with black and white lines in fabric that looks like UPC code.b

Consuming Identity Chair looking at the rungs of the chair with UPC code. ahir

book titled 500 Chairs is all art chairs made to be an artist vision of chairs. .m

Consuming Identity is included in the book 500 Chairs.
CLICK ON THE BOOK IMAGE to purchase this book from Amazon.com.