Packaging

Do the two highlighted "packaging" words in the following context mean literally"the wrapping and placing products in packages and boxes" or figuratively"the process of commodification and the representation of everything as consuming goods"?

Context:

However, in moving out of illustration into painting, Warhol was to position himself at the head of the vernacular tradition of the American Scene painters such as Stuart Davis and Edward Hopper, except that Warhol was to develop a more contemporary style, based on images of American subject matter provided by the media, including advertising and packaging. Indeed, the iconic media-derived images of Marilyn Monroe, Jackie Onassis or Elvis Presley might be seen as having originally functioned as a form of packaging, as commonplace in their original contexts as the Brillo Box or the Green Coca Cola Bottles of 1962. Despite, or perhaps because of, their origins in the mass media, these works nevertheless expressed the idea of the American Way. Indeed, Warhol famously stated that America’s greatness lay in the democratisation brought by mass consumption