Advertisers aim to have consumers define their own unique identity and personality solely through consumption and the commodity goods we purchase (Baudrillard 14). It is the goal of the corporation that consumers will establish, build, and express an identity through the type of commodity goods we wear, use and consume. In consumer culture objects are used as social communicators, giving the individual an opportunity to become a part of what they desire, or in some cases as the corporation and advertisers insist, to become the thing itself. Through an ideology of competition, connotations are attached to objects, concepts are engendered to them and meaning is produced. It is advertiser's aim that individuals will capitalize on these produced meanings by buying commodity goods that closely reflect what people want to express about themselves, as well as what they want to communicate to others. Jean Baudrillard explores the potential of objects as social communicators and commodity goods as a code, each with a specific connotation (23). Baudrillard offers that by picking and choosing various competing objects we place ourselves into established like categories (20). He extends that individuality, uniqueness and distinctness is not to be found in commodity goods, as advertisers would have us believe. The meaning attached to commodity goods is engendered through a process of signification; these desired meanings for commodity goods are appropriated through the use of "cool hunting". Advertisers seek to capture and claim the meanings produced by youth culture for the commodity goods they produce, so as to secure the youth market for their products. It is a tight and highly engineered and maintained cycle. Advertisers will go to great lengths to find "cool" and employ found or produced signification to their products. In terms of meaning being engendered to objects, the effect of this can be understood through and examination of the companies Louis Vuitton and Kate Spade. Both Vuitton and Spade are fashion design houses that specialize in accessories and purses. Louis Vuitton, a well-established house that sells to wealthy and accomplished women possesses connotations of luxury, comfort and affluence. Kate Spade is a relatively new design house that sells to young, trendy women and has connotations of chic, taste and femininity. These design houses sell a very similar product; however through the signs and significations used and operated by each company, the product is understood very differently. Both Louis Vuitton and Kate Spade are highly invested in the connotations they exude through their products. It is not just a commodity good they are selling with the name and brand Louis Vuitton, or Kate Spade. They are also selling an identity of who and what they are, and in turn who you are for owning their merchandise. It is interesting to note that in recent seasons, Louis Vuitton has secured designer Stephen Sprouse and the use of his graffiti typeface for some of their products. This graffiti type has added a more urban and young connotation to those Vuitton products. This typeface has been appropriated by other corporations and a very similar graffiti typeface is utilized on recording artist No Doubt's latest album Rock Steady, not to mention countless knock-off type products that also use the graffiti. Louis Vuitton is able to maintian a very "high class" identity, while adding another dynamic to their complex market. It is interesting to note the current trend of product diversification and market expansion. Martha Stewart has her mail-order company "Martha By Mail", her products are available at K-Mart and she has an incredibly lucrative book series and magazine. Martha's Hampton neighbour Puff Daddy, more recently known as P Diddy, is another interesting example. P Diddy has a successful rap career; his close relationship to the late Notorious B.I.G. helped catapult his album sales and fan interest. P Diddy also has a prosperous position as a record producer. He produces many other rap, R & B, and pop artist's work, contributing to his growing empire. P Diddy, whose real name is Sean Combs, is also undertaking the auspicious role of fashion designer with his line of men's wear titled Sean John. Also, P Diddy has recently entered the domain of acting including a role in the 2001 film, Monster's Ball. As featured on the Bad Boy Entertainment website, P Diddy is also venturing in restaurants, and predictably enough "youth market consulting".

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