CONSUMERISM
In commodity culture, we construct out consumer identities based on what we own, what possessions we own, rather than our human characteristics and personalities. Judith Williamson once said "Instead of being identified by what they produce, people identify themselves through what they own".
Nowadays, to persuade a potential customer to buy they product, brands/advertisements attach a symbolic association to a product that it hasn't physically got, for example apple is perceived as being sophisticated and suave. So if you buy that product, you will gain all these magical qualities and become the image it's representing. An excellent example of this is the Lynx mens body spray deodorant advert, where the man is disgusting to women before, but as soon as he uses this Lynx product, all the women from miles around come running to get a taste of him, he becomes irresistible to women, so if you buy this body spray, you will also become irresistible to women.
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