The fetichcharacter of the commodity

[Nativity Red]

I'm not sure excactly what this is called in english, but I need help to fully understand point number 4 in chapter 1 (About the commodity) in book 1 of Das Kapital, maybe its called something like the fetichcharacter of the commodity.
I really would appreciate any help. I am especially thinking about if it any way can be connected to our-day branding. Thanks.
Nativity

[Nativity Red]

I forgot the headline also says: and its secret (of the commodity)
And if no one knows about this piece of theory, maybe I could just ask if aby of you feel the brands are conquering culture so the brands become the culture?
Nativity

[Valkyrie]

Basically what it is meant by the fetishness of commodity is that if it is made, created, invented-- people will buy it, regardless of it's usefulness or cost value. (same as if it is built people will come. )

Yes, the brand has taken on a life of its own, the actual product is secondary. If you haven;t read the book "No Logo" by Naomi Klein, I recommend it. It tells exactly how a product is associated to the brandname and how everyone: media, corps, world get a piece of it.

(Edited by Paris at 5:28 pm on May 19, 2002)

[ecosocialist]

Companero-
There are a number of articles dealing with the
Fetishism of Commodities in Marx's Capital that
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