Summary: The Diffusion Of Consumer Culture

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Tutorial Exercises 255: Article Review 3 Student Name: Faith Pompey
Student ID: 1062741
Summarize what you learnt from the article
The main focus of the article highlights, how cultures around the world have been influenced by cultural consumption of products and services. More specifically, how the Japanese culture over the years has seen their culture indivertibly consumed by Westernised cultures (Granot, Alejandro, & Russell, 2014, p. 66).
In a consumer behaviour context, the diffusion of consumer culture is an important aspect throughout this article with relating culture through consumers, their cultural values, beliefs, ethics and materialisation of objects and their shared implications within society (Solomon, Russell-Bennett & Previte,
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Sex-typed traits refer to one gender over the other when it comes to specific products and services. Gender specifications in advertising for example was shown to model how females should act or resist against (Solomon et. al, 2013, p. 188). The word ‘cute’ associated a more feminine feel. For example, cute was portrayed by Japanese teenagers particularly females assumed cute products to display bright colours and texts. In turn Japanese police stations were turned into Gingerbread houses and an aeroplane that displayed Pokemon art on it to entice Japanese women (Granot et. al, 2014, p. …show more content…
I believe these concepts have impacted how I portray my own thoughts of culture within society. Not only do countries like the US and Japan impact how female characteristics should be, but the image that many idols such as singers, actresses and celebrities portray what women should be. In particular, the word ‘cute’ appeals to products whenever I purchase items. When I purchase products I tend to look at the colour and associate that the products is marketed towards females, which I believe is true. For products like lipstick, clothing or handbags and products that look ‘cute’ have enabled me to purchase it because it looks cute. As an example, I have purchased a hot pink jumpsuit because I thought it was ‘cute’; however, I did not realise that I purchased the product not because of the colour but that I wanted to depict a statement to those around me that I do like the colour pink, that I am

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