I said in the preceding chapter that a number of factors affect the urgency and form of the appropriation of commodities for their use in personal relations. Drawing on Sharon Zukin's work, I said that one such factor was the setting in which the object is perceived - its cultural frame. Creating such frames is the work of advertising, much of which revolves around associating commodities with particular symbols. In this chapter I will describe some of those symbols that relate particularly to the problem of appropriation.