Ajax Cleaner (selling product 'use value' rather than 'sign value')
https://www.youtube.com/embed/pNvswtRdmX4
Point: Jean "Baudrillard claims, commodities are not merely to be characterized by use-value [as is the overt focus of the Ajax ad] and exchange value, as in Marx's theory of the commodity, but sign-value — the expression and mark of style, prestige, luxury, power, and so on — becomes an increasingly important part of the commodity and consumption (see [Robert] Goldman and [Stephen] Papson 1996). https://search.worldcat.org/title/32551646 From this perspective, Baudrillard claims that commodities are bought and displayed as much for their sign-value https://en.wikipedia.org/wiki/Sign_value as their use-value, and that the phenomenon of sign-value has become an essential constituent of the commodity and consumption in the consumer society. This position was influenced by [Thorstein] Veblen's notion of 'conspicuous consumption' and display of commodities analyzed in his Theory of the Leisure Class https://en.wikipedia.org/wiki/The_Theory_of_the_Leisure_Class that Baudrillard argued has become extended to everyone in the consumer society. For Baudrillard, the entire society is organized around consumption and display of commodities through which individuals gain prestige, identity, and standing. In this system, the more prestigious one's commodities (houses, cars, clothes, and so on), the higher one's standing in the realm of sign value. Thus, just as words take on meaning according to their position in a differential system of language, so sign values take on meaning according to their place in a differential system of prestige and status." https://plato.stanford.edu/entries/baudrillard/
