Danielle Wong – Class and Consumption

Posted: February 6, 2014 in Uncategorized

In relation to an activity we did earlier in the semester, there is an apparent relationship between consumption with class and identity. Ideally, the level of social class is correlated with the luxury of products. For example, someone who possesses a Rolex watch versus a Casio.

This sales pitch from Mad Men, demonstrates the significant power advertisers have in the ability to manufacture needs and desires with products. More or less, it is also referencing Marx’s concept of commodity fetishism. Draper’s sales pitch is persuading the client about an identity and class that is represented in women’s lipstick – the feeling of independence and ownership. Therefore, the advertising world appears to continuously possesses greater control and, even possibly, manipulation in constructing social identities and class.


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