Tuesday, 16 February 2010

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

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1 comment:

  1. Richard Miles8 March 2010 at 03:01

    Look at the idea of the meme, as raised by Lasn, which seems to be central to both of these campaigns. Each brand is trying to subvert each others respective 'meme'.

    http://docs.google.com/viewer?a=v&q=cache:Ddzod91UR0wJ:depts.washington.edu/gcp/pdf/culturejamsandmemewarfare.pdf+meme+warfare&hl=en&gl=uk&pid=bl&srcid=ADGEESjkSsexU83LeXeJBtMsb5zN6J8pVvG1K28s2i7401JOiR1EDlgQ0qAfCa1-9gAcyDNBnDZPZcmHth9DA8LQz0bA2CWTKB6Jc22d0w9BiMICCSH_XWCC5s1KtfiEuEfoII9m1545&sig=AHIEtbSuAR0thqBBJdvevLuPBxWFpb57IQ

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