Media, Information and Technoculture 2154F/G Lecture Notes - Lecture 11: Westjet, Tim Hortons, Adbusters

• School: Western University
• Department: Media, Information and Technoculture
• Course: Media, Information and Technoculture 2154F/G
• Professor: Selma Purac

Document Summary

Issue of authentic practice (continuation from last week) We see consumers who are more skeptical when it comes to the realm of consumption: thinking about the corporate world with a skeptic eye. Virgin has managed to succeed due to authentic practice: corporation that makes promises that it intends to keep, and is open about that entire process as well. Corporate transparency and authentic practice: in order to practice authentically, a company needs to be transparent. In trying to be relevant, it feels inauthentic. Dangerous position when you have two competing brands (coke vs. pepsi: by nature of their secondary position to coke, it"s dangerous to have this controversial ad. Really big brands can completely miss the mark: when brands get bigger, they become more disconnected to the consumers because they think in terms of the mass rather than the individual. If the appeal feels inauthentic, we see how ineffective it can be with the millennial audience.