TERRITORY: The Marketing World. Ethical problems of marketing such as target marketing, standardization, stereotyping, exclusion and the removal of personal autonomy, all caused by forms of marketing. CONCEPTS: Capitalism – Economic structure that gives all power to the private owner. Thinkers – Karl Marx. Theory – Commodity fetishism – Attributing false value to commodities. Theodor Adorno. Theory – Culture industry – producing mass commodities, mass culture and popular culture, all of which fool the consumer into a state of happiness and Satisfaction with capitalism. COMPARISON: Marx and Adorno’s theories of capitalism highlight many of the ethical problems of marketing in capitalism that are clearly seen in the modern day, ultimately capitalist marketing creates commodities that have gained power over the individual and removed our autonomy.