Social Science

Marketing of Culture : A comparison of Product (RED ) and host Strong Recent discourse on the pervasiveness of consumerist culture has underscored the call for for a critical analysis of the increasingly contrived and misbegotten nature of contemporary life (Leigh , Peters Shelton 481 ) This `inauthenticity is supposedly rooted on the manipulative slipway by which consumption structures use social constructs symbols , and identity classifications to influence the behavior and decision of persons (Ninetto 1999 : 256 Klein 1999 ) - in the ways by which they choose their lifestyle , patronize certain products , and get along the entire process of consumption . By doing this , myths about products atomic number 18 constantly created and recreated until individuals be convinced that about the association between the consumption of the product and the fulfillment that one is supposed to sapidity or gain from itA good example of how cultural aspects are used to lure consumers into dreamlike and uncritical states of hypercreation through impressive , extravagant , simulated experiences (Leigh , Peters Shelton 481 ) is the campaign of product (RED , wherein consumers are advance to support programs to combat AIDS in poor Africa by upgrading their choice in terms of the products they chose to barter for that is , by get from particular products that are registered with product (RED . The sales pitch is strikingly simple : product (RED ) is associated with `responsible consumerism which harps on the tremendous superpower of first world consumers to affect the rest of the world with the products that they buy .

In this case , the consumer is enticed into buying a cellphone make by Motorola or an Apple ipod specially crafted for product (RED ) by capitalizing on the consumers moral and ethical sense - that of the economic transgress between members of developed versus the developing world - to create the sense of touch that the consumer is actually doing something good for humanity through his or her expending on consumer goodsInterestingly , the same strategies are also employed by government sectors in their recruitment efforts . This is reflected by the United States array s video Army Strong , which draws on the American societies mental picture of strength , power , and identity to persuade citizens into armed forces recruitment . The two-minute video juxtaposes the definition of army strong with images of the U .S . armed services forces in the field in peddling a glamorized var. of life in the army . Drawing on individual aggregates of identity such as class and gender , the U .S . army , if one is to believe the video , is a precise nice career to build . Here , one is given the capacity to develop into the best and the fullest that one can be : men and women , black and white , any true daub American who joins the army becomes army strong endowed with both physical and emotional strength to take on the enormous challenge of maintaining and building the strength of the strongest army in this jet planetIn both instances , therefore , one finds truth in the Weberian conception of charisma , wherein the charismatic roles of institutions such as public smudge , including the military...If you want to get a full essay, order it on our website: Orderessay

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