Social Science

Marketing of Culture : A comparison of Product (RED ) and the States solid Recent discourse on the pervasiveness of consumerist culture has underscored the impoverishment for a critical analysis of the increasingly contrived and imitative genius of contemporary life (Leigh , Peters Shelton 481 ) This `inauthenticity is supposedly rooted on the manipulative shipway by which expending structures use accessible constructs symbols , and individuation classifications to influence the behavior and decision of side-by-cases (Ninetto 1999 : 256 Klein 1999 ) - in the ways by which they choose their lifestyle , patronize certain intersection points , and established the integral process of consumption . By doing this , myths about products argon perpetually created and recreated until individuals argon convinced that about the association betwixt the consumption of the product and the fulfillment that bingle is supposed to savor or gain from itA considerably example of how cultural aspects be use to lure consumers into dreamlike and uncritical states of hypercreation through owing(p) , extravagant , phony experiences (Leigh , Peters Shelton 481 ) is the campaign of product (RED , wherein consumers are promote to support programs to encounter AIDS in poor Africa by upgrading their choice in terms of the products they chose to yield 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 domain 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 capitaliz ing on the consumers incorrupt and ethical! sense - that of the economic bedspread between members of unquestionable versus the fuck offing world - to create the odour that the consumer is actually doing something good for humanity through his or her outlay on consumer goodsInterestingly , the said(prenominal) strategies are also employed by government sectors in their recruitment efforts . This is reflected by the United States array s video multitude Strong , which draws on the American societies pattern of bearing , world-beater , and identity to persuade citizens into armed forces recruitment . The two-minute video juxtaposes the interpretation of troops strong with images of the U .S . multitude forces in the field in peddling a glamorized edition of life in the army . Drawing on individual aggregates of identity such(prenominal) as class and gender , the U .S . army , if one is to believe the video , is a very nice race to build . Here , one is attached the capacity to develop into the best and the fullest that one can be : men and women , sable and white , any true full-blood American who joins the army becomes army strong endowed with both(prenominal) physical and emotional dominance to take on the abundant challenge of maintaining and building the strength of the strongest army in this special K planetIn both instances , thus , one finds truth in the Weberian stamp of charisma , wherein the magnetic 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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