Commodity fetishism - Giving significant value to an object/ It 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.

 Marxism - conflict between the working class and the ruling class, working class exploited, working class is controlled by ruling class

commodity fetishism is a way of keeping the consumer/working class in their place



 Double page spread - Adbusters:
  • Binary opposition - rich to poor, luxury of water to an everyday thing 
  • "him" tap is glamorised, mystery - dutch tilt camera angle
  • personification of the tap - it has a sex and personality
  • Mise en scene- bath, water is an everyday day thing contrasting to the text about Osasco where water supply is little 
  • Audience response - guilt
  • in Bath - high angle shot connotes vulnerability
  • producers ideology - audience should appreciate water
  • ZUCCHETTI - water is a way of making money, the tap is the fetish, water is being glamorised and made into a product - commodified  
  • Adbusters are semi protected with some laws - Fair use policy 

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