Sociology 2172A/B Chapter Notes - Chapter 4: Ethical Consumer, William Bernbach, Brand Loyalty
20 Nov 2016
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Brands are inscribed on objects that we use and are embedded everywhere. Brands = crucial to the development of the culture industry. Early years brand was simply a name and a logo that enabled consumers to recognize the product as having those particular qualities. Wider audiences = when branding became popular. Mass media = enabled recognition and desire for the commodities the mass media produce and sell audiences to advertisers = sell audience attention. Brands have moved their production processes directly into the cultural spaces, practices and lifestyles their ads represent. Brands don"t just represent lifestyles in their ads, they also engage directly in those cultural practices: ex. Coca cola and aussies they would show them playing cricket as their pastime then. Coke was displayed at sport stadiums during summer cricket matches. Brands only create value when they are meaningfully incorporated into our identities and cultural worlds.
