David Beckham has become a huge public figure over the past decade, and within doing so has attracted a major fan base. Therefore companies have capitalised on this and by sponsoring and using David Beckham in there adverts they are able to appeal to all of his fans. No longer is Becks seen as just a legendary sports icon but a public face for major companies such as Pepsi. His success in advertising has created a public image of David Beckham and no longer is he seen as a person but a figure to society. For example when thinking of Becks today no longer do we think of great football player but we also think Pepsi or gillet. He has been made an icon by these mass producing companies and in modern day life he is seen as an image not so much a person.
David Beckham has become a commodity as a result of his success and his popularity among all fans. “Commodity fetishism is the tendency to attribute to commodities (including money) a power that really inheres only in the labour expended to create commodities ”, as Marx said.
An example of how David Beckham is seen by people ariund his world is his fashionable hairstyles. As soon as Becks styles his hair differently his fans begin to follow him by copying his style.
For a deffinition on commodity fetish visit the link bellow.
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