COMMODITY SELF

The term "commodity self" implies an awareness that we are the sum of the products we employ. A commodity self begins to lose her own self in the jungle of product-identities available to her. Do you take the identity of your jeans, your cologne, or your shoes? Your shampoo, your underware, or your watch? A true commodity self might consist of a combination of all these, while specific ads focus on one or another of the fetish markers that correspond to the regions of the commodity self. For example, this advertisement for the Fit Self Improvement Series presumes that we are already acquainted with and accept the logic of the commodity self. Self improvement means dividing up the body's appearance into specialized texts devoted to legs, hips, torso, face, skin, hair and so on as each region of the body is turned into a separate arena that must be properly worked and attended to.