CMNS 323W- Final Exam Guide - Comprehensive Notes for the exam ( 24 pages long!)
29 Mar 2018
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Viral because it was genuine and authentic: captures high school life. Bra(cid:374)ds (cid:272)a(cid:374)"t produ(cid:272)e these sa(cid:373)e (cid:374)o(cid:374)-commodified videos. Embodies central contradictions of consumer culture: companies spend millions on production value (cameras, lighting, sound, editing, etc. ) and no one cares, people love the authenticity like damn daniel captured. ); we recognize everything, there is no explanation needed (lots of advertisers use geography) Ideological practice; it is historical: have to understand the brand in its cultural, social, and historical context. Axe advertisements: known for being quite sexist, primary weakness in considering brands is that is individualizes everyone. Use language, history, politics, culture, etc. in human agency: what we need to understand brands. Meaning has to be shared; your own identity is drawn from your culture: meaning is always in process; not a product of thought but a cultural-social process that is always progressing. No singular meaning of brand that can be guaranteed by ad, text, structure: e. g.
