ollychan wrote:
do u think the products of most corporates have no particular value of any sort.. like a sneaker is just a shoe , and cosmetics is just face powder and stuff , and ketchup is just tomato sauce, even amazon looks like a big yard sale (except its reserach facility) , like when u strip all the packaging brand off there isnt anything particular interesting going on that much.
A sneaker is just a shoe. A shoe, like anything else, has a use-value and an exchange-value.
Brands found a way to raise the exchange value by connecting the commodity with an image (initially, literally with an advertising image).
The brands spend most if their money on controlling the image, while the use value of a shoe stays just that.
There's no use value of a new pair to someone who owns a closet full of shoes. So this person only buys the image
In our society, most of us buy images, not shoes.
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