This chapter definitely lacked the catchy dialog and witty examples of the first, yet Ramage was still able to prove his points, though sometimes deeply embedded in obscure words and concepts.
I loved his comparison of Consumer Readymades to that of the "Harley Guy." His blurb on this topic is completely true. Companies, whether it be Harley Davidson or Hollister, are trying to create an image, are trying to manipulate and appeal to the desires of a certain target buyer. It is a shame and almost embarassing to say that the Western world is manipulated and suckered into purchasing items in order to project a certain image or attitude. If only individuals could realize their true self, not try to create a fake alter-image and construe one's present self into the generated sameness and categorization of a stereotypical society. Why must an individual appeal to a world of uncaring, money-hungry corporations and companies whose only care is to sell a product, to create a particular image that gullible Americans will eat up and flaunt?
In reference to this same point I found it interesting, yet lost resepect at the same time, for the actor "John Wayne." For a person to change one's name because it sounds or looks a particular way to a judging society, this person clearly needs to get in touch with one's self. How a person can be manipulated, especially in such extremes as to change one's birth name, in hopes of pleasing and appealing to a certain notion set forth by the possible opinions expressed by other individuals, it just blows my mind.
I enjoyed reading this chapter, though I couldn't see how rhetoric compared to identity; Ramage veered off the topic and his associations were muddy in terms of rhetoric, yet wonderful in terms of truth.
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