Critical Theory in a Digital Age, CCU, ENGL 483 2017

Pumpkin Spice

Pumpkin Spice lattes are fetishized simulacrums.

Since simulacrums are a shared reality or experience, they are like fetishized commodities in that their meaning is uniformly accepted in society.


A Pumpkin Spice Latte is a fetishized simulacrum in that it is worshiped as the signifier for the “real” definition of fall - going as far as to rename the season as "Pumpkin Spice Latte" season. The laborers of the latte evocate the season into the product by infusing it with other universal images such as pumpkins and a rustic color scheme.


Pumpkin Spice lattes are a limited edition product that contains no trace of pumpkin or spice.


 

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