The language of transformation. Companies and advertisements sell the promise that our lives will change if we buy a particular product. They use figures of glamour that consumers can envy and wish to emulate. The attachment of the value of art to a product can give it a connotation of prestige and tradition or authenticity and visual cultural values.
Grey Goose vodka advertisements construct consumers as having cultural knowledge. French sociologist Pierre Bourdieu identified different forms of capital in addition of economic capital, social capital, symbolic capital and cultural capital.
Social capital
whom you know, your social network and the opportunities they provide you.
Symbolic capital
Prestige celebrities
Cultural capital
The forms of cultural knowledge that give you social advantages
It can come in the form of rare taste, connoisseurs and competence in deciphering cultural relation and artifacts.
Commodity culture
Commodity fetishism
Commodities are emptied of the meaning of their production (the context in which they were produced.
Marx was a social theorist who was the first to write about capitalism as a social structural element.
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