Commodity Self

            I do think we construct our identities through consumer products. We live in a very materialistic world where people want the newest and most expensive item. A lot of people judge people from the items they own or how they dress prior to speaking to them because of this. If a person drives a BMW or Lexus or is dressed in designer clothes, you would assume they have money based on the products they own. Some people buy expensive products that they can’t afford just to obtain an identity that comes off as being rich or high class. Products are advertised in a way that is meant to be appealing to everyone and make them think they cannot live without it. The products are portrayed as cool and hip to get the consumer to buy them and feel as if they aren’t cool if they don’t own it.

            We are products of products. A brand is no different than any other shirt or object if there is nobody representing it. People represent themselves and express themselves through clothing, accessories, cars, and the music they listen to. On the clothes and accessories you buy, there is a brand name, and when you wear it you are representing that brand. By doing this, you are helping to promote that brand and getting their name out there. You are a walking advertisement for that brand, and becoming identified with that brand. Brands can’t successfully exist without us buying the product and becoming the product by using or wearing it.