Consumerist society is the one whose economy is defined by the purchasing and spending power of the consumers, focused on how happiness is realised through the ownership of personal property. Within this context, romantic love is an intimate and important part of the model, emerging with the rise of the mass market and transforming emotions into commercial strategies.
Emotional patterns have been socially assumed as icons of consumption in the production of a romantic utopia where sentimental experiences are presented through manufactured items made by specific industries.
Let’s do a quick test: If we typewriting “wedding car” on google, 851.000.000 entries will appear in about 0,50 seconds.
Sites like www.cupidcarriages.co.uk offer you a stunning selection of vintage and modern cars to complement your “very special day”.
Although this wide offer of romantic artefacts does not control the entire spectrum of intimate relationships, directly or indirectly, have throughly permeated our imagination:
It is important to spend money to be loveable.
Everlasting has been produced at the Gimhae Clayarch Museum in Korea as a limited edition of porcelain wedding cars.
The model, a 67 Ford Mustang, was initially conceived to satisfy the desire of the consumer, not the necessity.
Each car was altered by cutting the doors, raising the hood, or simply distorting the image with an exaggerated flower decoration to open a new perspective from where to rethink and question the establishment of the economic cultural romance.
