Cultural Consumption - Assignment Example

Comments (0) Cite this document
Many people consider that there is too much advertising, which makes us more materialistic, keeps stereotypes, plays on our prejudices of not becoming socially acceptable, tells lie, uses children, aw well as corrupts the whole society. Though most of these ideas are not altogether true, there is a little truth to each of them.
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.5% of users find it useful
Cultural Consumption
Read TextPreview

Extract of sample
"Cultural Consumption"

Download file to see previous pages "In order to comprehend the impact of all this advertising, on society we must learn how to see through advertisements, for they are not just messages about goods and services but social and cultural texts about ourselves". Root (1997) has pointed out:
As long as you are unable to decode the significance of ordinary things, and as long as you take the signs of your culture at face can free yourself from that sign and perhaps find a new way of looking at the world. You will control the signs of your culture rather than having them control you. (p. 18)
In order to understand how to read advertisements critically we must begin to incorporate "popular culture as a serious object of politics and analysis" (Morley, 1992, p. 48). While all culture is worthy of investigation, popular culture is often devalorized as "sub-literature or paraliterature" (Eckhouse, 1999, p. 120). However, in critically reading even something as seemingly mundane as an advertisement we can begin to see "the political, social and cultural forms of subordination that create inequities among different groups as they live out their lives" (Giroux cited in Frith & McLuhan, 1997, p. 7). This type of critical pedagogy enables us to view aspects of popular culture within broader social, cultural, and political considerations. In the case of advertising, which has historically been linked to marketing and sales, it allows us to discover the broader social and cultural implications of these seemingly simple messages.
The benefits of critically examining the whole advertising message, not just the surface or sales message, is that it helps to sharpen one's critical sensibilities. As Clark et al. (1994) points out this can "counteract the noncritical response so often conditioned by the mass media" (p. 31).
The conventional way that marketers define advertising is to describe it as messages that "impart information about products which consumers use to make brand choices" (Beverley, 1999, p. 95). The limitation of this definition is that it falls short of giving us the whole picture. Advertising does much more than impart product information, it tells us what products signify and mean. It does this by marrying aspects of the product to aspects of the culture. Embedded in advertising's messages about goods and services are the cultural roles and cultural values that define our everyday life (Stern, 2001, p. 83). The products we consume express who we are, they are cultural signifiers. The kind of watch we wear, the brand of sporty shoes, or the kind of car we have give others a lot of information about us. Advertising not only tells us about the products we consume it also tells us what those products signify in our culture: People 'read' advertising as a cultural text, and advertisers who understand this meaning-based model can create more powerful and intriguing campaigns (Beverley, 1999, p. 99).
One way to begin to understand "how" an advertisement means (Stern, 2001, p. 87) is to learn how to deconstruct them. Deconstruction, a critical theory of European origin proposes the real significance of texts not in their explicit meaning, nor even in their implied meaning but in their unintentional meanings, or as one author states, "in the slips, evasions and false analogies that betray the text's ideology" (McConnell cited in Power & Scott 2004, p. 52). In ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Cultural Consumption Assignment Example | Topics and Well Written Essays - 1500 words”, n.d.)
Cultural Consumption Assignment Example | Topics and Well Written Essays - 1500 words. Retrieved from https://studentshare.org/sociology/1499453-cultural-consumption
(Cultural Consumption Assignment Example | Topics and Well Written Essays - 1500 Words)
Cultural Consumption Assignment Example | Topics and Well Written Essays - 1500 Words. https://studentshare.org/sociology/1499453-cultural-consumption.
“Cultural Consumption Assignment Example | Topics and Well Written Essays - 1500 Words”, n.d. https://studentshare.org/sociology/1499453-cultural-consumption.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Cultural consumption
These two restaurants are very popular and most of my friends believe that they offer the best quality of food in town. The three way restaurant is about 10km outside of the city where we live. It is situated next to a lake with a gorgeous view of the surrounding countryside.
5 Pages(1250 words)Assignment
Globalization, Multinational Organisations and Cultural Aspects
It is reflected in the fact that the word “Cosmopolitan” is a composite of Greek words for “order”, “universe” and “citizen”. In fact the idea of global citizenship is older than the concept of nationalism. But the words such as “globalization”, “globalize” and “globalizing” started being commonly used in the 1960’s.
11 Pages(2750 words)Assignment
Individual Strategic Marketing Analysis and Plan
Even if debates might ensue over the accuracy of this figure, Italy is without a doubt one of the richest nations in the world as far as history and culture goes. Numerous, ancient civilizations have touched the country as much as recent and modern cultural and artistic influences.
4 Pages(1000 words)Assignment
Leadership Position.Cross Cultural Decision Making
Cross Cultural Decision Making. A leadership position is one of the most important in business. A wise leader would lead, but not oppress. Moreover, a wise leader would develop his team, motivate team members for an outstanding performance and would inspire team members.
3 Pages(750 words)Assignment
Cultural Tour
Ottman (1993) suggested that the green movement has grown in relative strength to become mainstream concern while Mathur & Mathur (2000) noted its effects on everyday life, in global economy, changes to development in policies and strategies, among others.
4 Pages(1000 words)Assignment
Socio-cultural Influences on Consumption Japan
The minority group also consists of Ainu, burakumin, Okinawas and Nikkeijin, who are Japanese emigrants returning back to the country. It is further categorized into subcultures based on many considerations such as gender, interests, education and fashion they follow.
3 Pages(750 words)Speech or Presentation
Relationship Between Cultural Consumption, Identity And Holidays
According to the paper an individual customer never acts in a vacuum; he always acts as a member of a society. But the extent to which society can impact an individual’s decision depends entirely on the nature of the society. The discussion done in the previous pages clearly demarcate two different types of societies and how individual members of these societies make their consumption decisions.
14 Pages(3500 words)Essay
Country Cultural Briefing for Business Associates
It is located in an appropriate place which makes it act as a gateway to most of South African countries. The following is a map of South Africa as located in the South African region South Africa has a long history with some of the most important archeological sites in the African continent.
7 Pages(1750 words)Assignment
n theories that propose multidimensional frameworks, reciprocal interactions between the individual and the environment, and other acculturative processes among various Latino groups. Because linear and unidimensional assessments (e.g., nativity, length of stay in the United
5 Pages(1250 words)Assignment
CLST 365 : CULTURAL STUDIES 21ST, Assignment
ve paved the way for more modernized and advanced ways of life, which as a result has affected the standing and scope of cultural studies and its practitioners. This paper will argue that cultural hybridity due to the growing influence of Information Technology, racial-mixing,
43 Pages(10750 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Assignment on topic Cultural Consumption for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us