MCS 4300 Lecture Notes - Lecture 6: Culture Industry, Consumerism, Deodorant

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 4300
• Professor: Tim Dewhirst

Document Summary

Ignore waste and environmental damage and search for social connection through material: critical marketing studies relates thee concepts to marketing and management. Critical marketing studies: power in the marketplace belongs to firms, not customers, firms structure the marketplace in ways that suit their interests, emphasis in marketing is on achieving profit, laws, ethics, environmental consequences and consumer interests are secondary. Marketing as (cid:862)cultural doping(cid:863: marketing shapes identity, marketing socializes youth and develops them into consumers, people are shaped by the values, beliefs, and identities presented by marketers, identity is based on what you own and consume. Critiques of critical marketing: assu(cid:373)es (cid:272)o(cid:374)su(cid:373)e(cid:396)s a(cid:396)e po(cid:449)e(cid:396)less a(cid:374)d (cid:272)a(cid:374)(cid:859)t thi(cid:374)k fo(cid:396) the(cid:373)sel(cid:448)es, little (cid:396)ele(cid:448)a(cid:374)(cid:272)e to (cid:862)(cid:396)eal (cid:449)o(cid:396)ld(cid:863) (cid:272)o(cid:374)(cid:272)e(cid:396)(cid:374)s, fo(cid:272)used o(cid:374) p(cid:396)o(cid:271)le(cid:373)s (cid:271)ut does(cid:374)(cid:859)t offe(cid:396) st(cid:396)o(cid:374)g solutio(cid:374)s. Case study: interview with unlivelier chief marketing officer: 2nd largest advertiser, 400 brands, 2 billion purchases per day, brand messages are tailored to appeal to specific age groups.