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Journal of Consumer Culture
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Hypermodern Consumption and Megalomania

Superlatives in commercials

Simon Gottschalk

University of Nevada, Las Vegas, USA, karma{at}unlv.nevada.edu, Simon.Gottschalk{at}yahoo.com

Recent French sociological scholarship suggests the notion of hypermodernity to characterize the contemporary moment. While the meanings of this concept vary, the idea of excess seems central. Informed by this new scholarship, this article analyzes the superlative rhetoric in contemporary televised and internet commercials, and suggests elective affinities between this rhetoric and the various trends characterizing the hypermodern present.

Key Words: commercials • excess • hyperconsumption • hypermodernity • individualization • megalomania • superlatives

Journal of Consumer Culture, Vol. 9, No. 3, 307-327 (2009)
DOI: 10.1177/1469540509341749
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