Comm 287 Study Guide Essay

4518 Words Apr 1st, 2013 19 Pages
STUDY GUIDE 1 Questions for “New Branded World” by Naomi Klein “On Advertising: Sut Jhally vs. James Twitchell” “Advertising as Religion” by Sut Jhally Film: No Logo Film: The Diamond Empire Naomi Klein: New Branded World

1. What idea was the gospel of the machine age?
Bolstering ones brand name was important

2. What consensus emerged about corporations in the 1980’s?
Corporations were bloated, oversized, owned too much, employed too many people, and were weighed down with too many things

3. What race were new companies such as Nike and Microsoft competing in?
A race to own the least and employ the fewest people rivaling the traditional all American manufacturers’ for market share.
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The brand builders conquered and a new consensus was born: the products that will flourish in the future will be the ones presented not as "commodities" but as concepts: the brand as experience, as lifestyle.

22. How do brands present themselves on-line?
It is on-line that the purest brands are being built: liberated from the realworld burdens of stores and product manufacturing, these brands are free to soar, less as the disseminators of goods or services than as collective hallucinations. .

23. How does Tom Peters separate types of companies?
The top half - Coca-Cola, Microsoft, Disney, and so on - are pure 'players' in brainware. The bottom half [Ford and GM] are still lumpy-object purveyors, though automobiles are much 'smarter' than they used to be," Peters writes in The Circle of Innovation (1997), an ode to the power of marketing over production.

24. In the new context how did ad agencies present themselves to their clients?

25. What does Phil Knight think Nike’s mission is? its mission is not to sell shoes but to "enhance people's lives through sports and fitness" and to keep "the magic of sports alive."

26. According to John Hegarty, what is Polaroid?
"Polaroid's problem," diagnosed the chairman of its advertising agency, John Hegarty, "was that they kept thinking of themselves as a camera. But the '[brand] vision' process taught us something: Polaroid is not a camera - it's

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