CMNS 223W Lecture Notes - Lecture 12: Rei
24 Mar 2016
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Document Summary
In alternative subcultures, on the radical edge, indie cultures and especially in challenges to consumer culture itself. No wonder advertising, branding and consumer culture are so steeped in irony these days. No wonder we can feel so uncomfortable when we see our own culture sold back to us as commodities. As dove has demonstrated, an anti- advertising message can be reworked back into a commodity sign to sell soap. Remember that advertising never makes up meaning out of thin air; ads must draw upon existing meanings and mine the culture for meaningful objects, people and practices. Thus, contemporary culture is in a constant process of. Selling out" because advertising, branding and consumer culture as a whole is in a constant search for new cultural material to exploit for marketing purposes. So the raw materials for identity formation are used up just as we adopt them.
