An emphasis on the general market function of a commodity is total advertising. As advertised goods, the commodities are presented in their specific characteristics by a unique advertising, that is, they marketed as something in production and consumption. It is to say that by the advertised commodity other goods are defined too. In the use of a product, other products will come to being as its consumption is valuable only in its effects; and to produce a good with certain qualities, other goods should be engaged in the process as raw materials. Thus, the advertising presents not simply a specific good but a set of economic goods by the means of a brand. In such a way, the commodity is advertised in its market function in general.
Historical Backdrop
• THEODOR ADORNO The Culture Industry: the schema of advertising.
• JOHN KENNETH GALBRAITH The Anatomy of Power: conditioning power.
• ROSSER REEVES Reality in Advertising: window dressers.