Commodity Fetishism

Commodity Fetishism is the process by which mass produced goods are emptied of the meaning of their production which means how the item is produced, where it was made and who actually produced it. Then the product is filled with new meaning and ways that turn the product into a fetish object. For instance, the label. Some one who loves Tommy Hilfiger or coach is more than likely buying it because of its label, value, and also because of what people may portray by seeing the person wearing it. Today, people do this often. It doesn't matter who made it or where the product came from but the fact that everyone can see the label has turned into a fetish for most of the society around us in the United States. The importance of the look and label are far more important to our self image than the actual quality itself. The idea of being looked at because I have a coach purse is a fetish I believe would only strike ones idea of me having money or popularity. I will however say that I do not base my clothing or lifestyle on the label. I have bought many items from guess clothing that I find very overpriced and fall apart after a few washings. The clothing may look great, show off a great label, but also forms tiny holes in the material after washing even on gentle cycle. But in today's society we are highly likely to go for the things that we believe because the label or brand is popular, it is of good quality. Commodity fetishism is the number one reason for mass production in the world today due to the needs and wants of individuals. Advertising and marketing have a way of gearing this in the minds of people by making new and improved products and advertising them as appealing, sexy, and empowering thus bringing about the high demand for specific items.
The relationship of consumers and branding has changed in the past couple decades because the production and advertising market has become larger and more advanced. Before it advanced into larger advertisements things such as oats and soap etc were bought and sold out of bins and purchased by consumers by weight. Today, branding has become huge. Labels, signs, icons have become popular along with advertising to sell things for a specific company. Today the branding messages associated with the product is what sells the actual product itself. It isn't always about what we are buys but what the ad is telling us to buy that makes it more appealing to the human eye. With branding, they are selling a product based on the meaning they are portraying into ones mind. We are not buying that soap by bulk but seeing commercials and advertisements for dove soap with moisturizing cream to help beautify and silken the skin. Brands encompass all of the symbolic elements of a company's goods and services (p. 289). Packaging, print, color, etc is also very important when selling products today, this can be very appealing and eye catching.
Metacommunication is when the ad actually speaks to the viewer about the actual process of viewing the ad. The ad gives a message about what is actually being sold by incorporating the awareness in it for the individual to see. For instance, the green campaigns today speak to us by letting us know that the products are eco-friendly and safe. This is another example of metacommunication or making us aware that what we are buying is great but also safe. This is a great example of how advertisers use this strategy.