The Prestige and Alienation

This week I was part of the Marxist Analysis reading group where we discussed varying media platforms that intertwined with the idea of Marx’s alienation concept. Marx states that one is alienated from one’s natural state of mind due the type of society that we have been living in. The bourgeois in the society own the means of production where their ideals shape the activities that go about in a society. The bourgeois in our current society are considered to be of elite status or high standing in the economic system. Their values and activities plunder down to those of less status and give this idea that if the elite are participating in such things then maybe so should we so we can have some type of elite prestige. An example we discussed was Olay Regenerist which works to reduce skin aging and give one an uplifted younger look. In this commercial the model is talking about getting work done on her face and is uncertain on how the procedure will turn out and affect her. While she is talking, images of her stretching her face checking for loose or wrinkled skin is being displayed. Now, she’s not talking about Botox, but instead this Olay regenerist. I’ve attached the link.
http://youtu.be/CmiLlKE4yuE

People that usually get Botox are people that have disposable income because this procedure is costly. I think this commercial perfectly demonstrates the value of looking younger because the elite are spending a lot of money on a procedure that is sure to reduce aging and making one look young. Going with Marx’s alienation concept, the bourgeois in this example are setting this trend for others to follow alienating those of a lower class to want this product even if it's not the expensive Botox. With this product they are still participating in an activity that was set by the elite.