Jean Baudrillard applied commodity fetishism to explain the subjective feelings of men and women towards consumer goods in the "realm of circulation"; that is, the cultural mystique (mystification) that advertising ascribed to the commodities (goods and services) in order to encourage the buyer to purchase the goods and services as aids to the construction of his and her cultural identity. In the book "For a Critique of the Political Economy of the Sign" (1972), Baudrillard developed the semiotic theory of "the Sign" (sign value) as a development of Marx's theory of commodity fetishism and of the exchange value "vs." use value dichotomy of capitalism.