The Consumer, sits in his living room eating breakfast. Having finished his meal, he walks out into the street, where he reads various commercials. Every time a commercial uses an imperative, The Consumer has to do whatever it says. After a short while, he has spent all his money but luckily he is soon ordered to take a huge loan so he can continue his shopping frenzy. But it is not only commercials, the Consumer is forced to obey. A sign like “Give Blood” gives the Consumer’ strife for consumer happiness an absurd twist, and after being haunted by posters all through the city, he ends up in front of the Scientology Center.