Özet:

Conversion to an indicator that contains calls beyond the purpose of the object produced according to the human need; it also describes the evolution of the substance with the position producing and purchasing when necessary, that is, the human being into a passive, determined, made and purchased object. In the capitalist economic system, it undergoes the enormous exploitation of the capital of need, and it undergoes a transformation defined by the cost and profitability accounts. Unreasonable abundance, freedom, unlimited consumption, and guaranteed future, as the promises and distorted needs are systematically increased while objectivizing and the object which is the product becomes the essence identity. The research of the changing and transforming factors that the person who creates cultural and valuable judgments through experience, skill and consciousness while changing and transforming it is actually based on quite ancient. Relationship between object and object, the tendency to create consciousness, meaning and meaning, the discussion of value of use in the relationship established with object and the questioning of the concept of identity can be shown as an example of these studies. In corporate identity studies, the critical discussion of these discussions and concepts that determine the corners will also be attempted to create a perspective.

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