The the person gains his label in

  The ‘Great Power’ U.S.A has created its magic in the late seventeenth century, and the magic intensified throughout the eighteenth century. The consumer society which mostly includes growing middle class who embraced new ideas about luxury and the fashion started to think that buying what a person needs is not a meaningful way to show who is who and where is the person in the hierarchy. This idea created a massive movement which society started to buy things they did not need to show where the person gains his label in the level of classes. Consumerism that defined above was a political and economic necessity for the capitalist competition for markets and profits. The stock market crash of October 1929 and the advent of the Great Depression, unemployment increased extremely as never as it did before. Most financially enduring Americans had to save what little money they had. Like their pre-consumerist forefathers, they wanted to remain consumers as best they could. The depression gave way to World War II, with millions of men in the armed services, women went to work as they had never done before. The government allowed someone to have only a fixed amount of foods, durable goods such as shoes, etc. Throughout World War II advertisers promised products to be available when there was peace. This situation led to eager customers (consumers) immediately after the war was over. They were poised, at the end of the war they resume to consume with a vengeance.   All the information is provided earlier, the work of Cormac McCarthy; The Road finally takes its place as a depiction of what humankind witness if they will continue to consume non-stop. The novel is about a man and a boy who begins a journey in a post-apocalyptic world. For the man, this is more than a journey; this is a mission. The purpose he has what is called ‘carrying the fire’ is the reason why he keeps staying alive. ‘Carrying the fire’ can be mean many things, but according to my point of view, the fire is an ability to stay human, or even just human-like. The power of staying human is rare ability after the unceasingly consuming of nature by civilization. The set in a post-apocalyptic world, McCarthy does not name a date or place but gives a tiny clue which is the characters walking the ‘state roads.’ The reader can assume it’s somewhere in what was the United States. Likewise, the man and the boy are unnamed which gives a concept to the reader that this could be happening anywhere, to anyone. The humankind drained the food and water resources of the earth, and after all, brands of the capitalist world couldn’t be able to produce anything. The society has consumed everything, yet they consumed the consumerism. The hunger of unstoppable consuming of earth eventually leads to the apocalypse, the characters of the book begin to everlasting search for food and safety. Since the humankind is poisoned, the society needs a new kind of consumerism which the reader will experience later in the book as will be termed as the cannibalism. As a critic of consumerism, McCarthy further emphasizes the lack of morality associated with unaware consumption. Like their ancestors, consumers find a way to stay alive without a moral to eat other people, even put them in basements to eat later just like food in a fridge. In addition to all that, industrial production and consumerism become further nuanced when considering how the father and son interact with Coca-Cola.