The new age religion in our society is consumerism. Every week a brand new coupon book is released out into the public for shoppers to tear apart into hundreds of different little squares. With these squares they can literally remove twenty cents off of their next purchase of Kellogg’s Frosted Flakes. Some even turn this coupon hoarding, or sale finding into a game. The point is, society has become so dependent on consumer product sales that they can’t see if buying that jacket fifteen percent off is really saving them money versus not buying it at all. This whole concept is represented by the image above. In the above photo one can see four people dressed in early age robes bending down praising a “Sale Ends Today” sign. Through the use of colors, time period, and facial expressions this image is able to express that consumerism has become the “new religion” in this era.

The first representation of the “new religion” is expressed through the image’s colors. There are three primary colors used within this photo. These are red, black and a grey. The people within the picture are displayed using the grey and black to create a dull and bleak mood. The red is used to make a focus point, and contrast from the rest of the picture. At the same time red is used to represent a sign that most marketing majors would already know; red draws the eye. So, it is only natural for the artist to use red on the sign. Since this is about religion, one could also relate the use of the color, red, back to religion. Red can be seen as a sinful or evil color in the use of Christianity. From apples, to fire, and even to the devil himself. Rather than thinking of praise the people in the image could be bowing down out of fear for something evil. Either way they are under its control because it represents life. Mary Hoggan explains the meaning of the color red with “’Red’, I write ‘is the color of life. It's blood, passion, rage. It's menstrual flow and after birth. Beginnings and violent end. Red is the color of love. Beating hearts and hungry lips. Roses, Valentines, cherries. Red is the color of shame. Crimson cheeks and spilled blood. Broken hearts, opened veins. A burning desire to return too white.’” From this, Mary explains how it’s possible for one concept to be the polar opposite of itself. It just depends on how one wants to perceive it. With the people in the black robes, one can either pinpoint them as worshipping the sale sign, or they may look at the robed people as being on their knees in fear. how time periods give meaning to this image.

Time periods give this image meaning by contrasting the era of A.D (After Descendant) and B.C (Before Christ). The part of the image that represents A.D would be the people dressed up as worshippers. The area to represent B.C, or more precisely 2016 would by the “Sale Ends Today” sign. The reason why this contrast is so important is because back in the A.D time people were seen on their knees praying for people like Jesus Christ, Alexander the Great, or Cleopatra. With today’s time one will see people showing this kind of devoutness to sales on material things. This image is showing similarities of truly great people that are still depicted in high school text books to something as insignificant as a “For Sale” sign. The image is actually making a mockery to today’s society by presenting praying this way. One quote to explain this whole situation is “If everyone demanded peace instead of another television set, then there'd be peace” (John Lennon). This quote relates to the image through the TV set and the “for sale” sign. If everyone’s ideals were focused on each other instead of money the community and humanity in people would grow.

Through the use of facial expressions, the artist of this image is able to convey a new religion. On this topic there is two ways to look at the photo. The first, people are bowing down to the sign out of worship. The two people on the left are seen kneeling down on their knees, and one of them is slouched over on the other. One may see that they are praying to the sign thinking it will grant them hope, healthfulness, or just wellbeing.  The two people on the right are doing the same. The far right one is on their knees with closed hands praying. The central person is turned away from the viewer with both hands up to show respect for the all-powerful sign. The other way to look at this image is that the people are showing surrender, but out of fear instead of wellbeing. The people with viewable faces are seen with agony in their expressions. None have even the slightest grin. The person all the way to the left can be seen falling on the person to the right. It is safe to presume this supernatural entity is only getting prayers of mercy. The two in the middle have both of their hands up. This may be presumed as a sign of forfeit or submission. Making the sign look only more evil than some may presume. The photo can be depicted multiple ways; it just depends on how a viewer interprets it.

The image chosen represents that consumerism has become the “new religion” in today’s society. With the use of colors like red, grey and black this statement stands. Along with the use of time period to contrast previous eras with today’s. Lastly, with the use of facial expressions a viewer is able to see how dependent people are. At the end of the day people are found praying for material needs rather than the guidance they need.