CMNS 223W Lecture Notes - Lecture 13: Jimmy Fallon, Under Armour, Consumer Capitalism

• School: Simon Fraser University
• Department: Communication
• Course: CMNS 223W
• Professor: Jody Baker

Document Summary

Sometimes minimal prompts and suggestions (e. g. form and content = semiotics) Became more popular because of this video without trying/doing anything different. Li(cid:373)its our thi(cid:374)ki(cid:374)g a(cid:374)d that"s (cid:374)ot (cid:449)hat a (cid:271)ra(cid:374)d does. E(cid:454)(cid:272)ha(cid:374)ge for (cid:373)o(cid:374)e(cid:455) a(cid:374)d fu(cid:374)(cid:272)tio(cid:374) does(cid:374)"t happe(cid:374) i(cid:374) the ad, it happe(cid:374)s i(cid:374) the store. Bra(cid:374)d (cid:373)akes (cid:373)o(cid:374)e(cid:455) (cid:449)hether or (cid:374)ot the(cid:455)"re selli(cid:374)g (cid:373)ore or less goods; (cid:271)ra(cid:374)ds ha(cid:448)e (cid:448)alue. Branding is a cultural exchange; site for cultural exchange. Brand is primarily discursive; economic and legal entity merely discursive entity because it does(cid:374)"t ha(cid:448)e ph(cid:455)si(cid:272)al e(cid:454)iste(cid:374)(cid:272)e. Verizon commercial: little do(cid:272)u(cid:373)e(cid:374)taries; produ(cid:272)ts are(cid:374)"t e(cid:448)e(cid:374) sho(cid:449)(cid:374, building brand value not selling commodities. Brands have primary discursive function and practice. Advertising is language that depends on signs and codes; it is an ideological practice; contradiction to mythology (?) Has to be able to change and adapt to trends and changes: verizon ad adapts to women empowerment stage in life, hence ad.