Adbusters

A capitalist society is a society which is based on consumption. It is based on power and profit. 

Ad-busters is against this. They are anti-capitalist.

How is ethnicity constructed?

• The image pictures a black person's feet, in a location which stereotypically represents Africa. The land is dry and symbolises a desert setting. The person is wearing an unconventional pair of shoes, two bottles, connoting the idea that they are poor. This constructs people of a black ethnicity to be poor.
• The mise-en-scene of the black skin, anchored by the mise-en-scene of the dirty ground makes an assumption about an ethnic group. 
• The image has been carefully selected so we can see his skin-tone.
• We are viewing a post-colonial representation of black Africans.
• Because we jump to these conclusions, it suggests that we are viewing a stereotypical representation of black people.
• The preferred reading, is that we are supposed to feel sympathy for this person. We are supposed to hate the brand.
• This is an example of dark humour. This is also an example of satirical humour, it is very sharp and has the potential to offend others. However, it is not attacking black African people, it is attacking the luxury brand.

Where are we positioned?

• We are positioned from the photographer's perspective, looking directly at the model. The camera angle helps to anchor this meaning.
• Potentially, if we have a camera and they have bottles for shoes, the narrative is created that we are privileged and wealthy. This could connote that we are a terrible person, because instead of helping the person, we are taking a picture.
• The primary, ideological response to this picture is guilt.

Ethnocentrism - Is the assumption that one's own ethnicity and culture is more important than any other

Commodity Fetishism

 "the process of ascribing magic "phantom-like" qualities to an object, whereby the human labour required to make that object is lost once the object is associated with a monetary value for exchange." 

- Patricia Louie