In the documentary The Pervert's Guide to Ideology, philosopher Slavoj Zizek ingeniously breathes life into ideology by examining the media around him and capturing his observations. By examining popular films that his audience is likely familiar with, he enables an easier introduction to more complex theories behind "ideology". The most fascinating of these ideological principles he brings up was on the topic of Coca Cola.
Zizek also uses Coca Cola, a product that almost everyone on Earth is familiar with due to over-advertising, to demonstrate how enjoyment becomes a corrupt beauty. Normally, when one completes an act such as drinking a beverage, it’s for a purpose, one drinks water to quench thirst, but with a product such as Coca Cola, it no longer means that. Coca Cola does not quench thirst, in fact, it heightens it, causing a strange paradox. It seems the more one drinks Coca Cola, the more one wants it. The enjoyment no longer becomes about the product itself, instead, it is replaced with a desire to continue consumption meaning that it has become a desire for the sake of desire.
This paradox most likely leads towards the gargantuan popularity of Coca Cola and other similar beverages in a multitude of countries globally. This desire for desire’s sake is a phenomenon that has grown significantly in recent years following the rise of Capitalism. As things become easier to produce and easier to obtain, the focus has been shifted away from a desire for the product itself. Without desire, things start to feel empty, and therefore our lust for desire has turned in on itself.
This product, which leads to so many negative effects with very few positive ones, has somehow become a staple of American culture.