CMNS 323W Lecture Notes - Lecture 7: Lululemon Athletica, Under Armour, Free Trade
25 Jul 2018
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Document Summary
Neoliberal culture: economic policies and practices are associated with a set of cultural principles and values, brand value (dove, honeymaid, etc. , freedom of as choice, mostly expressed in relationship to the market. 1: sovern consumers who are free to choose between brands, we act freely and socially and this aids our decision. Lululemon ads suggest this: entrepreneurialism in business & selfhood, competition, pushes towards something, under armour has glimpses of this (rejected athletes instead of star athletes like. Nike does: consumption, not about brands anymore, rather than the consumer. Lululemon ad: camera segments the body, response to under armour ad, body is site for morality of things, part of us that is outside and inside the social world simultaneously. 2: we reproduce promotional culture: in the constant floods of meaning, the crisis of authenticity is exploited by brands or advertisers to offers us compensation, the secure sense of self.
