When it does appear, craftsmanship appears in trace form as the signature on an aestheticized piece of Steubing glass. Sightings of craftwork on television are few, limited mostly to endorsements of fine furniture or expensive cars. Their signature attests to their pride of work on an object that presumably has had their personal focus, rather than merely another mass produced object pumped off an assembly line.
Craftsmanship has value as the semiotic opposite of mass production.
The legacy of craftsmanship lives on in name only in a world where craft after craft has been either deskilled or eliminated by new technologies. Craftworkers have been displaced in one field of work after another by automated tooling, but the tools they once used are now named for them, such that the qualities of craftsmen are now available via the consumption of the commodity and its sign. The craftsman's way of livelihood determines and infuses his entire mode of living. Yet another recent Saturn ad addresses the question of craftsmanship in conjunction with the premise of a non-alienated workplace. The premise once again is that non-alienated relationships register in the quality of the product.