The contemporary era constantly proclaims itself as post-ideological, but this denial of ideology only provides the ultimate proof that we are more t… - Slavoj Žižek

They are trying as directly as possible to sell you experiences, i.e. what you are able to do with the car, not the car as a product itself. An extreme example of this is this existing economic marketing concept, which basically evaluates the value of you as a potential consumer of your own life. Like how much are you worth, in the sense of all you will spend to buy back your own life as a certain quality life. You will spend so much in doctors, so much in beauty, so much in transcendental meditation, so much for music, and so on. What you are buying is a certain image and practice of your life. So what is your market potential, as a buyer of your own life in this sense?

Symbolic castration - the final moment of analysis is reached when the subject is ready to accept this fundamental loss, to consent to symbolic castration as a price to be paid for access to his desire.

In his seminar on The Ethic of Psychoanalysis, Lacan speaks of the role of the Chorus in classical tragedy: we, the spectators, came to the theatre worried, full of everyday problems, unable to adjust without reserve to the problems of the play, that is to feel the required fears and compassions - but not problem, there is a chorus, who feels the sorrow and the compassion instead of us - or, more precisely, we feel the required emotions through the medium of the chorus: 'You are then relieved of all worries, even if you do not feel anything, the Chorus will do so in your place.'