Social Science

Marketing of Culture : A comparison of Product (RED ) and the States beardown(prenominal) Recent discourse on the pervasiveness of consumerist culture has underscored the impoverishment for a critical analysis of the increasingly contrived and imitative character of contemporary life (Leigh , Peters Shelton 481 ) This `inauthenticity is supposedly rooted on the artful shipway by which wasting disease structures use accessible constructs symbols , and identity operator classifications to influence the behavior and decision of typeface-by-cases (Ninetto 1999 : 256 Klein 1999 ) - in the ways by which they choose their lifestyle , patronize certain harvestings , and established the entire process of consumption . By doing this , myths about products argon ceaselessly created and recreated until individuals argon convinced that about the association betwixt the consumption of the product and the fulfillment that star is supposed to savor or gain from itA exhaustively example of how cultural aspects ar use to lure consumers into dreamlike and uncritical states of hypercreation through owing(p) , extravagant , bogus experiences (Leigh , Peters Shelton 481 ) is the campaign of product (RED , wherein consumers are promote to support programs to set upon AIDS in poor Africa by upgrading their choice in terms of the products they chose to substantiate that is , by purchasing from particular products that are registered with product (RED . The sales pitch is strikingly simple : product (RED ) is associated with `responsible consumerism which harps on the tremendous advocate of first universe of discourse consumers to affect the rest of the world with the products that they buy .

In this case , the consumer is enticed into buying a cellphone make by Motorola or an Apple ipod specially crafted for product (RED ) by capitalizing on the consumers clean and ethical sense - that of the economic bedspread between members of positive versus the conk outing world - to create the odour that the consumer is actually doing something good for humanity through his or her outlay on consumer goodsInterestingly , the aforesaid(prenominal) strategies are also employed by government sectors in their recruitment efforts . This is reflected by the United States array s video legions Strong , which draws on the American societies pattern of carriage , situation , and identity to persuade citizens into armed forces recruitment . The two-minute video juxt aposes the description of army strong with images of the U .S . multitude forces in the compass in peddling a glamorized edition of life in the army . Drawing on individual aggregates of identity much(prenominal) as class and gender , the U .S . army , if one is to believe the video , is a very nice travel to build . Here , one is attached the capacity to develop into the best and the fullest that one can be : men and women , dusky and white , any true full-blood American who joins the army becomes army strong endowed with both(prenominal) physical and emotional authorisation to take on the abundant challenge of maintaining and building the strength of the strongest army in this special K planetIn both instances , wherefore , one finds truth in the Weberian stamp of charisma , wherein the magnetized roles of institutions such as public dominance , including the military...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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