Documente Academic
Documente Profesional
Documente Cultură
Nima Rahmani
Marketing Management- Dr Khademi
Agenda Style
Theories of Consumption and
1 identity
Logo or no Logo?
5
“The more wants that are satisfied, the more new ones are born”
Marx
• Subtract use-value from the exchange-value= surplus value
• Commodity fetishism
Veblen:
• Conspicuous consumption
• Social emulation
Simmel:
• Urban consumption
• Blasé attitude
YOU ARE WHAT YOU BUY
THE FRANKFURT SCHOOL AND THE ‘MASS CULTURE INDUSTRY’
Marcuse:
• Promotion of false needs it works as a mechanism of
social control
• Culture industry similarly organises our leisure
YOU ARE WHAT YOU BUY
CULTURE AND THE CONSUMER IN ‘LATE’ CAPITALISM
• Lifestyles
• Depthlessness
1.Choice
2.Cultural identity
• Positional consumption
• Taste and Distinction(through Habitus and lifestyle)
To have is to be …?
By making the uncontroversial suggestion that material pos
sessions have a symbolic value within a culture, we have
begun to see how our social status and identity within a
group is formed through the consumption and display of
certain objects that have cultural significance
McDONALDIZATION vs DISNEYIZATION
McDONALDIZATION DISNEYIZATION
Vampire
Cyborg
Zombies
The McBody
BODYSHOPPING
THE COMMODIFICATION OF EXPERIENCE AND SENSATION
3. Consuming sensation:
Fetishisation
• Spectacular consumption
Sucker: consumption as
manipulation
Clever or sneaky?
THE KNOWING CONSUMER?
Sucker vs Savvy
Savvy:
• Consumption can be creative
• Anonymous creativity
• Strategy vs Tactics
• Window-shopping
• Evoke the sense of luxury along with the simple display of the commodities for
purchase
• Women
Suggestion Emotional
Price Interest in
forces
convenience
Pictures
Subconscious
Function
Desire for
Attention- Glamour
gathering Symbols
Craftsmanship stimuli
Fascination
Qualities of the with
Human object technology
Durability sympathy
LOGO OR NO LOGO?
Branding
ETHICAL CONSUMPTION