Philosopher Jean Baudrillard made a similar observation about the use of material goods as symbols of immaterial values. He noted that any given material object has two kinds of value: it has use value (the amount of utility which can be derived from the good), and it has sign value (a value based on what the object means to the person who owns it.) Advertisers constantly attempt to increase the amount that people will pay for products by infusing them with artificial sign value. Emotional branding, for example, is the practice of using images to link a product with a positive emotional state, so that people will unthinkingly purchase the product when they crave the emotion. Melinda Selmys
About This Quote

In this quote, Jean Baudrillard states that people attach a value to an item based on how much they believe that item is worth. Advertising companies know that if a person becomes attached to a product, he or she will buy it because of the emotional attachment. In other words, if a person has a positive attitude about a certain product, he or she will be more likely to purchase it because of the emotional attachment. Baudrillard points out that people sometimes attach too much significance to the value of something rather than the usefulness of the item.

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