Fresh Work Outta The Dam: Coca-Cola

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    would be naïve to think that all that is expected in the appreciation of food and wine or in erotic pleasure is a fine-tuned discrimination of the properties of the object actually out there. Once they transcend mere natural hunger and sexual appetite, once they begin to aim at the pleasures of the table and bedchamber rather than self-preservation and procreation, the gourmet and the libertine (to say nothing of the lover) know full well that the objects they desire are shot through and through with concepts and images, are cultural as much as natural.”
    The cultural anthropologist Professor McCracken makes precisely the same argument. Goods are instruments, as McCracken puts it, of the self: “Consumer goods capture us because they capture the meanings with which we construct our lives.”