Coke as the Sublime Object of Happiness (Zizek)

It was Marx who noted that we do not just buy commodities for their pure use-value. But then why do we buy commodities? In his book "The Fragile Absolute", Zizek uses Coke as the example to explain what this elusive aspect is, that adds this extra detention to our commodities. References: The Fragile Absolute - Zizek The Sublime Object of Ideology - Zizek Capital Part I- Marx Contact Mail: info@eversbrothers.com