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Logo-free consumerism November 30, 2005

Posted by Matt Hurst in Uncategorized.

It would appear that sometime over the last two decades we, as members of the consumer culture, have seperated brand loyalty. After all, we started realizing sometime around then that all products were high-quality, in a market saturated with advertisements harping at how good, how much more they were. Cologate and crest were the same, and so was the knockoff.
There’s a backdoor dropoff to that. We haven’t shed our brand loyalty, but we think we have. For instance, the resistance of labeled fashion has grown greatly. This is significant, because we have seperated brand imprint as an obvious imprint of social stratification. We have not supplanted this in style, which remains a device of sociological indentification. And we killed irony’s appeal, even though I wear second hand clothes.
Back on track, fashion is marketed in other ways. The happy people, the beautiful people, the successful people, the poetic ballet of portrayal remains externalised in fashion. These are clever marketing tools, built on associations with other people. Playing on the human desire for acceptance, we dress ourselves in accordance with social mandate. That mandate, handed down and suggested to us from the top alude to self-determination of experience, but is socially reinforced by others experiencing the same perceptions.
We don’t really think about the phenomenom too much anymore (outside of looking in the mirror), because we feel about the way we dress. And those feelings about style, bound to change as there should always be clothes for the companies to sell, are constructed around us all the time. This structure of unconsious understanding is deliberately manipulative, because it makes us get things we know we don’t need. Playing on our fears and desires, marketing has moved beyond the quality, and the logo to deliver the branded experience. Often before we can think about it.
No one likes admiting that advertising persuades them, but we are constantly bombarded with it. We have developed some resistance conciously, but in the consumer culture we often can’t catch ourselves playing into the unconcious associations with brand that influence our buying decisions. It just happens as an artficial reaction. And it happens on the time on impulse, even when we have specific things we need.

Logo-free unconcious brand loyalty, and the war for your mind (and the pocketbook you carry) will be a topic for further discussion tommorow (and for the foreseeable future)



1. missmoses - November 30, 2005

i really don’t think that advertising has anything to do with the clothes that i buy. for one they’re mostly second hand thrift store type items. the only time i go to a mall or an equally obnoxious establishment, i grab the first pair of jeans that i see that suit the ammount of money in my pocket. then i get the hell out before i get lost and have to live off stale auntie anne pretzles from the dumpster until i get unlost and find my car.

woah…i’m rambling tonight…damn caffeine OD

2. skewgee - November 30, 2005

clothes are but a single example yet to come this week of advertising techniques

3. nilsinedeo - November 30, 2005

I think advertising effects people who actually care about looking cool/rich/whatever more than the people that just want something that’s quality. It’s all about how caught up you are in the “gotta have it” hype shit.

Middleschoolers are known for being very very brand/color/style specific for clothing and what not, but I think some people never grow out of it and start to associate what you have/don’t have with who you are.

I’d still buy Panasonic over Sony(which is nice but too expensive) or JVC(which we’ve bought from in the past, and all was crap) though, but never really see commercials for Panasonic anymore (or at least I don’t).

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