J 201 Lecture 9: Class Notes: 10.25
Document Summary
Reification : to turn something abstract into something physical or concrete. We are socialized by brand and advertisements. Choice and difference become increasingly powerful illusions. Mythologies : can be grasped by our senses, we can attribute words to them, but they remain elusive. Use history and culture to give meaning to things. Name = named after a very high-end car brand (vehicle, exclusive car brand) Slogan = italian art of living = living is an art, something to be savored/enjoyed. Something is going on with this woman. Got her glass of wine champ game. All these things = add up to a feeling: All told there is a mythology = this wine/champagne is important and expensive but at the end of the day it"s just wine/champagne. Consumer culture has branding and advertising in it. Brands are continuously created and circulated within culture (and between. Purchased from one person in town now mass produced.
