What value are Nike products given in this video?
  • Represent more than just a shoe
  • The type of shoes gives them a higher social status.
"Commodity fetishism is 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." Patricia Louie.

Audience Response:
I would say that the audience response to these adverts would be that they would feel guilty and ashamed that they are wasting water because the tap flowing into the sink could represent the water being washed down the drain and, therefore, not being used for anything useful. The adverts make people feel bad about having enough water to waste when there are people who do everything they can just for a little bit of water. The adverts would make the audience realise that their lifestyle includes a lot of wastage and expenditure on unnecessary things because it compares our lifestyle to the lifestyle of others who are less fortunate. 



Commodity Fetishism:
The adverts are suggesting that we add magic phantom like qualities to simple things. For example, you do not need a large expensive tap for water but people like to put money into taps because it demonstrates how much wealth they have. This in contrast to the other advert is suggesting that we spend lots of money on the way we dispense water when there are people who can't even get regular water.

Anchorage and ideology:
The anchorage of the image of the person sitting in the bath is a description pointing out the issues that people in third world countries have when it comes to water. It lists diseases and bad things that can happen to people who drink dirty water. There is a direct contrast between this and the image next to it because it then shows clean water being wasted. 

Gender is not specified 


How does Adbusters use representations to present ideologies to position it's audiences? Make reference to explicit examples for the Kill yourself, save the planet article.



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