Sociology 2172A/B Chapter Notes - Chapter 4: Starbucks
19 Jul 2020
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Consumer, culture, branding and advertising carah and louw. The brand is simply a name and logo allowing consumers to recognize the product: enabling relationship between companies/brands and consumers, stimulating/creating desires in newly emerging markets. Competition between brands fueled them to work towards distinguishing income. Brands are social processes: to understand how brands work we must pay attention to the social themselves. Interests of manufacturers coincide with interests of early mass media entrepreneurs both want to make their products known and make money. Creative revolution 1960s new forms of advertising creative and savvy: anti-advertising: harnessed public mistrust of communication; ironic, ex. Volkswagen we know you know we are trying to persuade you . In turn became productive mechanism for continuously generating new trends/ideas. Front-line staff: those interacting with consumers: ex. retail/customer service. Designer: creates ambience of the brand through design of product.
