By Celia Lury
Manufacturers are in every single place: within the air, at the high-street, within the kitchen, on tv and, even perhaps in your toes. yet what are they?
The model, that time of connection among corporation and shopper, has develop into one of many key cultural forces of our time and the most vital automobiles of globalization. This publication deals an in depth and cutting edge research of the brand
Illustrated with many examples, the ebook argues that brands:
* mediate the availability and insist of goods and companies in an international economy
* body the actions of the industry through functioning as an interface
* speak interactively, selectively selling and inhibiting verbal exchange among manufacturers and
* function as a public foreign money whereas being legally safe as deepest estate in law
* introduce sensation, characteristics and impact into the quantitative calculations of the market
* set up the logics of worldwide flows of goods, humans, pictures and events.
This e-book should be crucial studying for college students of sociology, cultural experiences and intake.
Read or Download Brands: The Logos of Global Economy (International Library of Sociology) PDF
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Extra info for Brands: The Logos of Global Economy (International Library of Sociology)
3 The interface of the brand Complex objects, interactivity and partial solutions The mass production of standardized commodities in the Fordist era could count on an adequate demand and thus had little need to ‘listen’ to the market. A feedback circuit from consumption to production did allow changes in the market to spur changes in productive engineering, but this communication circuit was restricted (owing to the fixed and compartmentalized channels of planning and design structures) and slow (owing to the rigidity of the technologies and procedures of mass production).
6 These rested on the presupposition that consumers are more or less passive subjects to be moved by advertising through various behavioural stages from product awareness to buying decision. In contrast, marketers have increasingly become advocates of the view that consumers are active and reflexive. In relation to this active, or reflexive, consumer, Arvidsson notes that so-called postmodern marketing posits a different logic of value from that of the classic marketing approach: the ‘semiotic logic of value’ (Firat and Venkatesh, 1993, cited in Arvidsson).
Holloway, 1999:71) Consumers are here explicitly adopted as salespeople and as marketing tools. Another much discussed example of this is the practice of coolhunting and ‘bro-ing’ as developed by consultancies such as Sputnik, The L. Report and Bureau de Style. Klein, 2000:72–75). In another example of the same strategy, in 1998, the Korean car manufacturer Daewoo hired 2,000 college students on 200 US campuses ‘to talk up the cars to their friends’ (Klein, 1999:80). Klein, 2000:94). More generally, as Michael Dell (of Dell computers) puts it, ‘Our best customers aren’t necessarily the ones that are the largest, the ones that buy the most from us, or the ones that require little help or service….