CMNS 323W Lecture Notes - Lecture 3: Under Armour, Thesis Statement, Youth Culture
6 Feb 2018
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Youth culture and counter culture = consumer culture (cid:862)i pla(cid:374) to(cid:863) (cid:862)the i(cid:374)te(cid:374)tio(cid:374) here is to (cid:863) (cid:862)this paper does (cid:863) Make sure you have a good, strong thesis statement in your abstract. Make it clear what your intentions are. Map the paper out; give 3 main points that you want to talk about. 2 course sources and 2 outside sources: annotate 1 of each. Nike and under armour: constant acceleration of meaning sites, hyper-signification, play of surfaces, produ(cid:272)t has disappeared fro(cid:373) ads; e(cid:448)e(cid:374) if produ(cid:272)t is i(cid:374) the ad the(cid:455) do(cid:374)"t speak a(cid:271)out it. Going to run out of fuel at some point. Advertising refers to itself; feeds on itself. Signifier becomes more accelerated and signified and product become less relevant: eati(cid:374)g it"s o(cid:374) self. Continues to plunder the culture for meanings leaving no counter culture, sport, music genre, celebrity, left untouched by commodification (every celebrity has some sort of brand endorsement)
