Essay proposal://

Essay title

How does brand identity and advertising affect consumerism?

The main issues addressed by your argument

- The effects of brand identity; do people buy into a brand for the sake of the brand itself and cultural connotations? ( Adorno - Schema of mass culture)
- How are global brands perceived differently?
- How does mass culture influence brand identity and people's choice of brands? 
- How does the use of advertising encourage the the above?

Any visual material that you will look at

- Still deciding...

What theoretical approach / methodology will you use? e.g. marxism, the gaze, psychoanalysis etc 

- Culture theory
- Media ideology
- Globalization

Which specific theorists / writers will you refer to?

- Theodor Adorno
- Victor Papanek
- Zygmunt Bauman

At least 5 books / articles / resources already located (referenced using Harvard)
- David Gauntlett (2002), 'Media Gender & Identity: an introduction',  Routledge
- Rebecca Arnold (2001), 'Fashion, Desire & Anxiety' I.B Taureis & Co Ltd
- Zygmunt Bauman (2004) 'Identity', Polity Press
- Theodor Adorno (1991), The Culture Industry, Routledge Classics

Initial ideas for essay://

From the lectures, the main areas that interest me are: media ideology, panopticism and globalisation. It seems that Panopticism would probably be a likely on and would be interesting to write about, but I'm struggling to find a key subject that relates to design and my interests.

Initial ideas:
- looking at fashion brands, their branding, identity and advertising. Whether they are Influenced by media ideology. Do some brands adopt a false image to who they really are? (similar to music but looking at brands instead)

- are advertising for fashion brands standardized? ( media ideology)

- will print based design die out? (globalisation, media ideology)

- Choice of typeface and the impact it has on logo designs. ( media ideology, globalisation,)