Advertising And Consumer Society Flashcards
Who said advertising can tie ethical attachments to products making consumption an ethical manifestation?
Gobe
What is Gobe’s emotional branding?
How branding engages consumers by emotions, how a brand comes to life for people and forges a deep and lasting connection
Why does gobe say that brands need to engage with consumers emotions?
To show commitment to them
What does Williams say?
Products themselves are not enough in competitive markets, they need added symbolic values
There has been a transition from..
A needs based society to a desire based society
In a desire based society, the product takes on qualities beyond its function. What does Raymond Williams call this and what is it?
Magic - what we are buying is fiction, we buy the meanings and symbolic properties of the product. All consumer products become tied to identity positions e.g. Race and class
Why does capitalism develop and how does it expand?
The market has to keep growing otherwise people will have bought everything the my need, capitalism generates desires in people after needs are covered in order for it to expand.
What takes place in primitive capitalism and what does Marx say about capitalism?
The producer comes and looks for a market, people who don’t have a certain product and so sees them as needing it. Eventually everyone will have the product but capitalism cannot abide, Marx said it must always grow and transcend.
What is a manifest function in consumer society?
An intended or material outcome, the intended purpose
What is a latent function in consumer society?
An unintended or unexpressed outcome, the latent function of goods is one that gains meaning only in social context - a symbolic meaning
Explain differentiation and how adverts can use it to sell products
They can use it to distinguish one product from another, 2 cars for example, when the production costs and processes are very similar
Explain adorno’s individualisation
Where a product looks like it represents the individual but it is no different to the other product really
Different representations carry negative connotations - this is a stereotype…
.. People wouldn’t buy products if they didn’t fit into their identity, products have to appeal to a certain group or type of person - they are tying to attract people who identify with the advert
What does Hall say about stereotyping?
That it reduces people to a few essential characteristics - stereotyping classifies people according to the norm and constructs the excluded as ‘other’
Advertising is not about what they sell but…
..the meanings they tie through advertising their products
Give an example of how representation matters
Studies show that women spend less on beauty products they only use at home and more on the branded beauty products that are socially visible - Chanel lipstick used in public
Who says that advertising is about equating products to positive social experiences and that someone is seen in a certain way due to want they own, wear, drive etc. Branding becomes culture
?
Klein