Sociology 2172A/B Chapter Notes - Chapter 5: Ethnocentrism, Hyperbole, Individualism
19 Jul 2020
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Appeal: connects with some emotion that makes the product particularly interesting/attractive: emphasis on price = economy appeal, status appeal presents quality, appeals reflect value of that culture. Individualistic cultures value self actualization, self esteem, etc: belonging is a strong value paradoxical. Desirable (what ought to be desired) and desired ( what is actually desired: reflected in peoples behaviour and in how they relate to one another. Statements that seem contradictory but are actually true: 3. Something that seems to be paradoxical in one dimension, but cant be explained in another: high power distance; Power distance: the relationship between those in power and the subordinates in society; societal strength of the social hierarchy and extent to which people accept how power is distributed distance shown in the way people interrelate. Elder advises younger generational influence highly respected. Empowered consumer : status symbols frequently used (prestige, younger advises elder. Public addressed directly/personally in ads: personal pronouns used, prefers global brands.
