Branding relies on the identity or relationship that is formed between the consumer and commodity. Branding is about displacement of identity. Advertisers associate brands with identities that their target market finds appealing.

The implication is that the consumer can embody these characteristics by purchasing the commodities. 'Commodity fetishism' occurs by advertisers creating needs by creatively channeling characteristics we want to be associated with, to the products. Consumers assign characteristics by act of purchasing the products. Commodity fetishism is one of the key factors in persuading consumers to embrace a brand as some may embrace religion.

In addition to a semiotic analysis that relies on commodity fetishism, these links will analyze some specific advertising techniques within the content and form of the advertisement.

Lisa Ramdial
Student,
Communication Studies Program, Social Science Division,
York University, Toronto