Our Commodity Fetishism has led to a growing consumer culture which advertising capitalises on and helps generate.
We are bound by our desperate consumer culture according to both Philosophers. Marx believes that humanity has created a culture of ‘Commodity Fetishism’ where use and exchange value have been warped by our capitalist culture. Where Debord despairs that: ‘all that was once directly lived has become mere representation.
Comparing luxury development One Hyde Park with affordable Norfolk Homes one I have found that advertising capitalises on and helps generate the commodity fetishism. The advertising feeds the audience response not the product through signs of satisfaction; these satisfactions are different for diverse audiences. Gap in luxury and price is maintained through specific target marketing.