In essence, cruises are the best form of the symbolic value of products that has come to undermine and override the traditional views of exchange value. In its early stages, cruise lines were much more of a purely exchange value driven commodity. Although there was excess and luxury associated with trans-Atlantic trips, the true function of cruise ships were, in fact, used to transport people from one place to another.

In our modern economy, the function of these ships has changed. Instead of serving a real transportation purpose, cruise have become “ships to nowhere,”(Goetzel, 1), an industry far more concerned with the luxury and experience of the ship itself and far less worried about playing a real role in transporting individuals. This has created a new symbolic or sign value to cruises—people will pay more because they are promised a specific experience by the cruise ship’s advertisements.

Like the $15 hamburger at the Hardrock Cafe, the culture of the modern market has become much less focused on function and much more on the pursuit of the right experience to acquire entertainment, amusement and most importantly, fun. Back.

Sources:

Goetzel, David. “Cruising to Nowhere.” Advertising Age. Nov 12, 2001 vol 72 no 46,
p. 4, 54.