Consumer culture

Abstract

It is Saturday, and many Maltese are at the local supermarket doing their weekly shopping. The place is bright and airy with wide aisles and soft piped music. With one hand people push along their trolley. With the other, some of them hang onto the supermarket flyer they have brought with them from home, and where they have circled all the discounted items and special offers which interest them. At face value it appears a normal, routine, inconsequential outing ... but is it really? If one had to take a look at the letter boxes in Maltese homes one will likely see them overflowing with leaflets, booklets and flyers advertising a myriad of products, ranging from food and drinks, to personal and home care, to indoor and outdoor furniture and furnishings. It is not unreasonable to imagine family members within Maltese households poring over printed matter as they plan their weekly shopping at their favourite supermarket. [excerpt]