CCT316H5 Lecture Notes - Lecture 3: Commodity Fetishism, Fungibility, Impressionism
16 Dec 2015
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2015-12-15 (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) An english teacher looks at branding by james twitchell: According to twitchell, brand is simple a story attached to a manufactured object. Commodity fetishism: termed by karl marx, commodity fetishism is when individuals become attached with objects they consume. Without knowing the background processes (we do not know how it was made or who it was made by). This discussion is important because a story can be attached to a commodity object by consumer culture. Holophrasm refers to the ability of a story to be expressed in a single core. It reduces sentences to a word, for example, or complex ideas to a nubbin. Oddly enough, great art tends to be holophrastic (nike, reebok, The brand gathers power because it concentrates what is called in. Ownership means occupying specific space over time. It is not guaranteed and needs to be fight for continuously.
