Jean Baudillard had the theory that through advertising, packaging, , display, fashion, emancipated sexuality, mass media and culture, and the proliferation of commodities multiplied the quantity of signs and spectacles, and produced a proliferation of sign-value. Baudrillard claims that are bought and displayed as much for their sign-value as their use-value. Baudrillard believes society is organised around consumption and display of commodities through which individuals gain prestige, identity, and standing. Therefore in order to reflect this notion my artifact is brnaded and non branded clothing. For example when buying a red polo shirt if sign-value did not exist then there would only be one choice of top on the high street. This would be a plain red polo top with no brand logo's or sayings on. However when buing a red polo shirt people do opt to purchase polo shirts with these logos and slogans on, whether it be a Lacoste crocodile or an FCUK slogan. This is due to their sign-value being considered above their use-value. A red polo shirt is a red polo shirt regardless of whether it has a crocodile on the left breast. However it has become accepted that the polo shirt with the crocodile on is 'cool' and shows expensive taste, and therefore the individual wearing this can gain the prestige, identity and they wish to have, as described in Baudrillard's theory on sign value.
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