Magazine 2 - Lesson 3

Commodity Fetishism

• Giving significant value to an object
• 'Commodity Fetisham is the process of ascribing magic 'phantom-like' qualities to an object, whereby the human labour required to make that object s lost ice the object is associated with a monetary value for exchange' - Patricia Louie

Marxism

• The conflict between the working class and the ruling class.
• He formulated the idea of communism.
• The working class are exploited by the ruling class.
• The ruling class can keep the working class in line.
• Adbusters is a marxist magazine with the ideologies of a marxist.

• Personification of the tap and gave it a sex of 'him'.

• It might be showing a patriarchal society, how the man has the tap and the clear water when the woman has nothing and dry hands and all she wants is water.

• The text is anchored.

• There is a clear binary opposition between people who have nothing and we have a high end advert of plenty of water.

• 1 major reading of the right image is that the woman is taken from a high angle shot and it connotes vulnerability and weakness, her hands are empty so there is vulnerability.

• Another major reading is that the woman has already had a bath as there is water droplets on her hands and she has wrinkly hands which proves she has been in the bath.

• We should appreciate water whereas on the other side the binary opposition is a completely different as water is seen as making them money as they're selling their products to work with water.

• The tap is the fetish, zucchetti has glamourised water and is being commodified into a product.

• Through placement on pages, we can tell that this advert is not genuine and is seen in a bad light so zucchetti will not want to be associated within this advert.

• Adbusters is protected by fair use policy.