COMM 206 Chapter Notes - Chapter No Logo Ch 2: No Logo, Product Placement, Forego
Document Summary
Kids indoctrinated from young age to focus on brand, become mini billboards (e. g. baby gap) Logos have grown so much that the clothing becomes a carrier for the brand. Mid-90s: companies moved beyond branding their own products sponsored cultural events: projecting images as (cid:862)extensions(cid:863) of (cid:271)rand, takes positive associations out of representational realm of ads makes them lived reality. E. g. not just espn network espn sports bars: (cid:862)li(cid:374)es (cid:271)et(cid:449)ee(cid:374) corporate sponsors and sponsored culture ha(cid:448)e e(cid:374)tirel(cid:455) disappeared(cid:863) (30) Co-branding fluid partnership between celebrity people and celebrity brands. As sponsorship replaced public funds, sponsorships lost philanthropy element purely about marketing: cut out middlemen: companies buy properties, make their own events. Seamless integration: creates ideology that all programs (cid:862)need a sponsor(cid:863) to succeed. Y l (cid:271)ought lo(cid:374)do(cid:374)"s rege(cid:374)t treet christ(cid:373)as lights i(cid:374) e(cid:454)(cid:272)ha(cid:374)ge for ha(cid:448)i(cid:374)g logo i(cid:374) lights logo too large role of sponsor has a tendency to expand.
