The idea of the "commodity self" by Stuart Ewen proposes, "Clothing, music, cosmetic products, and cars, among other things, are commodities that people use to construct their identities and project them outward to those around them" (Sturken and Cartwright 279). Although we may choose to ignore this idea, there is a definite political and social status attached to the way companies advertise and what we choose to buy.
It is typical to equate the status and expense of an object to one's own value. If you drive a BMW and wear a Cartier watch, you are assumed to be wealthy. However, we must note that property does not connote to wealth, but advertisers certainly don't want you to know that. Some people practice this commodity self so seriously that they live in a one-bedroom apartment but have all the designer labels that signify a certain lifestyle. This demonstrates how the advertising market has manipulated the public into "buying to be".
Furthermore, advertisers not only sell products, but ideals. An increasing amount of effort has been directed toward highlighting the benevolence of major companies and their awareness of issues. When you purchase certain items, you aren't simply buying a t-shirt, you are buying a symbol of your "goodness". For example-
There is no escaping the labels attached to your labels. How you are perceived is often a direct correlation to what you buy, and what that signifies according to mass advertising. 
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