fetishise 1. Does "fetishise" in this context mean "to give sexual meaning" or "to give excessive importance"? 2. Does "objects that are ordinarily taken for granted" mean "usual and everyday objects"? Context: Koons’s series The New (1980–1986) consisted of brand-new vacuum cleaners in neon-lit Plexiglas showcases. On the one hand, these works seem to fetishise consumer objects that are ordinarily taken for granted and to call attention to the way that ‘consumerism appears to become ever more cultural, less the realm of selling things but of selling or merely displaying images, sounds and words.’46 On the other hand, their isolation in the gallery, as Koons has claimed, recodifies the objects and also allows us to ask why and how consumer objects are glorified.