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Commodity Fetishism

Commodity fetishism: The perception of the social relationships involved in production not as relationships among people, but as economic relationships among the money and commodities exchanged in market trade. 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. 

Marxism- Marxism is a method of socioeconomic analysis that views class relations and social conflict using a materialist interpretation of historical development and takes a dialectical view of social transformation. It originates from the works of 19th-century German philosophers Karl Marx and Friedrich Engels. The political and economic theories of Karl Marx and Friedrich Engels, later developed by their followers to form the basis of communism.


The advert shows a person holding their hands out in the hopes of getting some water. Since we don't know the gender of the model, the audience can decode this image and relate to it whether they are a man or woman. As well as this the small amount of writing that goes a long with it he main image has been used as satire to imply that people who live in developed countries don't have sympathy for those who go without clean water. The audience can infer this from sentences such as "In the suburban municipality of Osasco poor people rise at 3:30am to collect water buckets from faucets that flow for only three hours a day."   









The advert add a sense of luxury to water, making them see that not everyone has the money to buy expensive products because they struggle to find clean water to drink while we can just walk to the tap and have safe water. As well as this the product name "Zuccheti" implies that the made up brand is Italian which adds a feeling of international interest. Adding to the feeling of luxury, the tap is made of bronze and the overall Mise-en-scene of the advertisement makes the product look clean and put together. the advert also suggests a sense of mystery because it says "him" at the top of the page. this leads audiences to wonder if this is due to patriarchal hegemony.






How do Adbusters use representation to present ideologies to position it's audience? 
Adbusters uses harsh representation in order to position their audience to believe a view of the world which is similar to theirs. The title of the article "Save the planet, kill yourself" has been used for shock factor to make the audience think deeper about their actions and the effect that it could have on the world. 








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