False consciousness, as used in critical theory and Marxist approaches, refers to where the proletariat individuals misperceive their actual position and interest in the society considering the social relations of capitalism. The concept prevents people from noticing issues like inequality and exploitation by capitalists because the attitude that social classes must be present in society is developed. Alienation, on the other hand, refers to a social illness where problems or differences between them separate things that belong together. An example of false consciousness in the popular culture is where the working-class citizens vote for certain politicians hoping that their matters would be addressed yet the leaders represent the ruling elites meaning their votes empower the elites and not their own. Example of alienation in the popular culture is when one engages in alcohol behaviour leading to the separation with family and friends as the action is considered inappropriate.
According to Karl Max, commodity fetishism is the belief that social relationships between things exist. The scholar talks of the association between the cash and the goods traded in the market. Coca Cola’s 2018 advertisement applies the concept as the brothers have differences, but after sharing the drink, they become calm. It creates an image in the viewers that consuming Coca Cola gives a relaxing effect that they resolve day to day challenges. It means purchasing the product is worth, because of the many benefits one gets. There is, therefore, an association between drinking Coca Cola and magically becoming cool, so one should share with the people around to share the happiness.