Bonfire Of The Brands: Work Schedule

Work Schedule
Posted: Feb 11, 2008

3 Comments:

ROCK_Reagan said...: The definition of the States at this point too my friend. The independent movement across the pond appreciates your dedication. Take care mate.; 9:19 PM
The Credit Cruncher said...: I'm fully behind what you are doing, I just embedded 'The Good Consumer' in a blog, will be back to find more things to link to...; 9:34 AM
Nicky said...: Hi Neil, I just discovered this site and see that you have a book as well...I wonder if it would be something that is available in either the library or maybe a small book store here in the U.S.? I love talking about media, branding, and consumerism, so I can't wait to read your book. I have so many questions.

Anyway, I just posted a long rant on the "experiences" page. I was curious about a couple things, like I said in my post, I've been without a T.V. for over a decade now...Part of my initial reason for ditching the TV was advertising, the other reason was all those awful stereotypes that are promoted by media in conjunction with selling products. I gave examples of gender stereotypes, such as the hyper-masculine male and the hyper-feminine female that seem to be what's being promoted here in the U.S. The male stereotype is a sort of this violent macho cowboy-esque tough guy, which is promoted alongside all the sports products, gym memberships, tough-guy clothes, b-b-q sets, colognes, beers, etc. On the opposite side of the spectrum is the hyper-feminine woman which is represented as the helpless, i-need-a-man, marriage/fashion obsessed "modern" woman, (whatever modern means) and all the promotions for shampoo, yogurt, diets, anti-wrinkle cream, handbags, cooking sets, etc. that go along with that stereotype. I also made a note that these stereotypes are usually broken down into several archetypes many of which are also racialized within genders. i.e. black-masculinity.

Although I haven't read your book yet, (but will as soon as I can get my paws on it) I'm just wondering if you talk about anything related to this. I think these stereotypes play a large part in how we see ourselves, certain brands, and also how we integrate certain products within our own lifestyles. i.e. If companies have successfully sold these stereotypes to the public and people are now actively trying to emulate them, it should be fairly easy for companies to associate their products with the archetype and have that translate to an immediate comfort level with certain consumers through a sort of brand conditioning. Anyway, I'm really interested in representations in media (even though I don't watch TV, I still read a lot), and I'm also interested in race, gender and sexuality as well.

Interestingly enough, I studied marketing in undergrad, until one day my teacher handed me a copy of "adbusters" magazine. Almost instantly I decided I wanted to switch to art...so currently I'm working on my MFA...(and so you'll have to forgive me for forgetting all the marketing vocabulary)

Again thanks for your work on this and for maintaining this site...it's definitely a message the people need to hear more of.; 9:50 AM