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@article{5925, author = {Roubal, Ondřej}, article_location = {FMK UCM Trnava}, article_number = {1}, keywords = {brand; hedonism; identity; iconic brand; consumer culture}, language = {eng}, issn = {1338-130X}, journal = {Communication Today}, title = {Sociology of Branding: "Just do it" in the "No Limits" World}, volume = {8}, year = {2017} }
TY - JOUR ID - 5925 AU - Roubal, Ondřej PY - 2017 TI - Sociology of Branding: "Just do it" in the "No Limits" World JF - Communication Today VL - 8 IS - 1 SP - 40-52 EP - 40-52 PB - Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metóda SN - 1338130X KW - brand KW - hedonism KW - identity KW - iconic brand KW - consumer culture N2 - Brands are an important element of a consumer culture. They represent communication media of symbolic meanings, in which they are realized and confirm critical aspects in social, cultural and psychological life contexts. Not only is the function of brand to explain the world of (im)material values and options and make them accessible, but also to reduce feelings of uncertainty with regard to multiple consumer choices in conditions of expanding consumer options. Historically, the trademarks change the traditional personified relationships of trust of local merchants and customers and generate its new impersonal form in the global environment of interactive relationships of manufacturers and consumers. The modern consumer is thus no longer a passive object of pervasive techniques and manipulation by vendors, but also an active actor in the process of manufacture, innovations, product communication and creation of the brand value. This study shows, that brands should be communicated as open contexts, inspiring and motivating consumers to fulfil them, making them complete, adjust them and develop within the bounds of who the consumer is and who he/she would like to become. In the current marketing context, the trustworthiness, meaningfulness and attractiveness of these contexts is reflected in the social environment of the dominant values of individualism and hedonism represented by advertising slogans such as "Just do It" or "No Limits". ER -
ROUBAL, Ondřej. Sociology of Branding: ''Just do it'' in the ''No Limits'' World. \textit{Communication Today}. FMK UCM Trnava: Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metóda, vol.~8, No~1, p.~40-52. ISSN~1338-130X. 2017.
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