GLOBALISATION AND ADVERTISING

The following content is used for study purposed only of class ALC202 week nine.

Robert Goldman and Stephen Papson, “Just Do it, But Not on My Planet” in The Advertising and Consumer Culture Reader, ed. Joseph Turow and Matthew McAllister (Routledge, 2009).

 

  1. In this excerpt from their classic study of Nike Culture, Goldman and Papson argue that the rise of global superbrands like Nike represent a new stage of transnational capitalism where “symbolic capital has acquired a huge global reach” (208). What do they mean with this claim and how do they suggest Nike achieved its position of global brand pre-eminence?Nike achieved their position by creating a personal brand and specializing on it with proper advertising. The authors claim that Nike has been able to reach a wide and international population.
  1. “Nike is one of very few contemporary corporate advertisers that has successfully constructed a recognizable Philosophy” (211). What is meant by this statement and how Goldman and Papson support it?To state that Nike has constructed a recognizable philosophy, the authors mean to say that they have created a bar for other brands and have been consistent. Other contemporary corporate advertisers have not reached that level.
  1. Nike’s global preeminence and discursive investment in a semiotics of social good has attracted widespread critical scrutiny of its own corporate moral performance. What kinds of critique are outlined in the reading?Critique arising of whether or not Nike has had standard moral practice is to claim that their ways to the top are ethically questionable.
  1. Writing in 1998, Goldman and Papson contend that Nike risked “oversaturation and an accelerated rate if value burnout” (220) . Has this played out in the intervening two decades?No, because they are still a strong brand which is internationally recognized.
  • Arvidsson, 2005. “Brands: A critical perspective”, Journal of Consumer Culture 5 (2): 235-258.

 

    1. In his critical reassessment of branding, Arvidsson contends that the phenomenon points to a new development in capital, namely the linkage between public communication and economic capital. How does he develop this claim and how does it link the theories of consumption as labour?The link between public communication and economic capital is that, to make relevant communication to the public may have a meaningful financial cost.
    2. Arvidsson writes that an “important part of brand management consists of building intertextual, physical and virtual spaces that pre- structure and anticipate the agency of consumers” (247). What does he mean and what examples does he give to illustrate?Companies should be able to physically deliver according to the standards they have virtually created on platforms such as media and other advertising tools.
    3. To develop his critique, Arvidsson draws centrally from Marx’s model of the self-valorization of capital or M-C-M’. What are the core dynamics of this model and how does the reading relate it to branding?This is a model that considered consumer equity and brand equity. These are the two most important measures to determine brand value.

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THI BAO CHAU TRAN

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