Fetishism: an obsession with a certain concept or object

“Commodity fetishism is the process of ascribing magic “phantom-like” qualities to an object, whereby the human labour required to make that object is lost once the object is associated with a monetary value for exchange.” - Patricia Louie

jordans - air bubble


Adbusters is attempting to argue against the aggressive commodification of all of us


how is meaning constructed on the Zuchetti double page spread?
binary opposition between this designer brand of taps - abstract, possibly impractical and not very conservative with water // text about a place in brazil that has very little access to water, 

Water running freely vs water only running for 3 hours a day


marxist term

Marxism: the idea that society is based on the exploitation of the working class by the ruling class

Standardised differentiation: the idea that products can only be differentiated by extremely non-importnant aspects

Consumerism is a form of manipulation against the working class


An analysis of the Zuchetti double page spread

Naked women in a bath in both woman magazine and adbusters

luxury taps costing 200+, can top 1k+ - taps only do one thing, shows privalage 

example of branding water 

zuchetti is an example of commodity fetishism 

assuming the audience has a clue what zuchetti are, who would be middle class people with more money that theyd consider buying them -  do they target a more middle class audience?


mise-en-scene of tattoos - generally associated with gang culture - stereotype held by the target audience?

Her body language in a fetus like position, connoting a small and powerless status, and vulnerability. The high camera shot also reinforces the powerless like status.


save the planet - kill yourself - promoting suicide
direct mode of address
triggering 
aggressive and harmful mode of address, if young people somehow see this they may take it seriously/ vulnerable people


The STPKY article adopts an agressive and confrontational mode of address, which is designed to be particualrly upsetting to its audience
takes the form of a trip to the super market

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