In Sold Jon Smith has all but given up on his dreams and aspirations and only through using a shopping channel does he finally buy into the notion of happiness. This is a comment on the consumerist culture the UK has become, by which happiness is achieved through consumerism. This is an underlying theme in the film and very bluntly shows consumerism to be entirely unreasonable. This is a theme also explored in the film "Trainspotting", where the main character expresses his feeling that everyone choses consumerism except for him who choses heroin.
Nostalgia towards a loss of community is also a present theme in the film; Jon has no relationship with his neighbor but jumps at the chance to buy a ladle which will being him closer to his neighbor. This is an underlying theme in many British films such as "Passport To Pimlico" which shows a community falling apart when detached for society. This common theme reflects a loss of national community and part of British national identity.These themes are usually an underlying message and appear in a surreal way which may leave the audience confronted with the reality of the station. For example, when Jon is buying a girlfriend on the shopping channel the audience will pick up the more obvious theme of romance and will also besurprised wen confronted with issues that they would otherwise be oblivious to.
By Greg O'Sullivan

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