commodity fetishims
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Marx's theory of fetishism explains the relationship between commodities and their owners. He claims that humans can alienate themselves from social relations, and create relationships and bonds with objects that give them a higher value than what they are really worth. If we look closely at our surroundings, and our everyday lives, we can clearly see that not only was he right, but moreover we are becoming further obsessed and possessive over material things. We therefore mistake the profitable value of these goods for their use value. This essay will examine advertisements that reflect this notion of obsession over material goods.
Fetishism, from what I understand it to be, is the notion of giving an object human attributes or abilities. It is giving that object magical powers and abilities that a human being can only possess. In other words, not monetarily speaking, it is giving an object more value than what it is really worth. The object is what is usually known as a
commodity. It is a product, or even better, a manufactured good...