Reification: A Primer
OR, how commercials sell "joy," "happiness," and "love" as though they were products.
A video essay by Max Tohline, 2014.
The longer capitalism has to take root in a society, the deeper the logic of the commodity-form begins to permeate all aspects of ideology and everyday life. One aspect of this is reification, the process by which various abstract or non-physical phenomena begin to take on the characteristics of mere things. Given enough time, capitalism tends to reify everything, and nowadays that has some absurd implications for advertisements.
In the video above, I offer examples and analysis of the recent trend in advertising toward selling abstract feelings as though they were concrete exchangeable products.