Not a directly linked theorist, I know. But i felt what he had to say very interesting, and found a link between his theories and advertising in relation to branding and its powerful effect on commodities. Reading an e-book named 'The logic of brand', i depicted a few relating quote to my essay.
'Branded consumer good are ubiquitous and have achieved a perhaps unprecended importance in the lives of some consumers groups."
"Companies give increasing importance to their brands as marketing tools"
"Brands thus represent the additional value of the informational content of commodities."
"this can be relations between the brand and it's distribution between the brand and it's customers and between the consumers themselves in terms of brand communities and the importance of brands for personal identity."
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