* SATISFY YOUR NEED TO CONSUME

The souvenirs at Graceland Plaza are ARRANGED IN AN AESTHETICALLY PLEASING WAY. Look at the shelves of souvenirs together; get a complete visual image of Elvis, a complete story of a great man. The narrative is totally positive, even when it refers to negative aspects of Elvis's life. The arrangement of souvenirs almost seems "natural," as if there were no other way to display these images.
 

Yet someone did arrange them on the shelves. Someone did decide to place the eight-inch by ten-inch black and white photos of Elvis and his Mama beside the photos of Elvis and Priscilla's wedding, which were placed next to photos of Elvis, Priscilla and Lisa Marie. Someone did decide to put the "Hollywood Years" merchandise together in a complete display of visual images from his most popular movies, next to a display of videos of his movies, next to movie posters, next to post cards with movie images, etc. It's just as our old friend Bronner (1986, 12) says,

"Objects are tangible references people use to outline the routes and experiences they know and knew, the worlds they try to cope with, and those they imagine."

Although these arrangements seem natural, they are not. They are calculated marketing moves, strategic ways to move merchandise. Yes, this arrangement might help fans find items more easily, but this arrangement also promotes an idea of Elvis, a narrative about Elvis that seems ordered and natural, and thus, real.

 


*FEEL THE RHETORICAL EFFECTS

The story told in the post cards available at Graceland Plaza offers images of the young, sexy Elvis at his prime. In these souvenirs, Elvis is always young and beautiful. There are no images for sale at
Graceland Plaza
of the bloated, drugged-up, last days Elvis. Visually, the collage of images almost negates the truth of the story of Elvis's demise. Elvis Presley Enterprises officially licenses these images of Elvis to keep a particular narrative of Elvis alive.



 
 

 

where YOUR memories live again

When I asked a cashier at
Graceland Plaza why the merchandise at 
Graceland Crossings was different 
from the merchandise at the Plaza,
she
said that Graceland and 
Elvis Presley Enterprises
had nothing to do with
the unofficial shops up the road.
She made it very clear to me that
the corporation frowned upon people
buying unofficial merchandise
because it decreased the value of Elvis.
She also began to tell me 
at some length
about the high quality
of the officially licensed merchandise,
about
the authenticity
of the merchandise,
about the preservation of the Elvis
legend through merchandising. 
When she finished talking,
I felt as if I had taken a Tony Robbins seminar.
I was motivated to make a purchase
that would change my life forever.
I then decided that if I were going to
spend my money on souvenirs,
I would enjoy looking at a humorous book comparing
Elvis and Jesus
through caricature drawings than at 
an officially licensed thimble embossed
with the image of the Graceland mansion.
I definitely chose to be a fun at that moment. 


--Dan, scholar-fun

 

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