From 2000 to 2012, Coca-Cola was the most valuable brand in the world for 13 years (Elliott, 2013). As an iconic brand which is “an identity brand that approaches the identity value of a cultural icon” (Holt, 2004, p.11), Coca-Cola is not only a type of beverage, but also a symbol of many things… Read More From Coca-Cola to 可口可乐
Jenkins et al introduced “spreadable media” in his books. According to him, spreadable media concerns with “circulation” which invites different ways of the audiences’ participation and their ability to shape, share, reframe and remix media content (Jenkins, 2013). In 2012, a song named “Call Me Maybe” quickly became popular throughout the world. The music video… Read More Hey! Share it maybe!
According to Baudrillard, we have now entered into a consumer society in which the consumption and display of commodities help people obtain prestige, identity, and standing. Now, sign value is “the expression and mark of style, prestige, luxury, power and so on”, and “the more prestigious one’s commodities, the higher one’s standing in the real… Read More Facing Viral Media Campaigns!
Racial Jell-O in the 1960s This commercial portrays a scene in which a Chinese mother dressed in traditional costumes gives her baby the Jell-O, but the baby cannot taste it with chopsticks. Then he starts crying and his mother brings a “Western invention” spoon to feed him. Finally the baby eats the Jell-O and finds… Read More Let’s refresh with new mind!
Charmin is a brand manufactured by Proctor & Gamble that sells toilet paper. From 1964 to 1985, Charmin created series of television commercials in Canada and the United States. In one of the commercials, the supermarket manager Mr. Whipple asked a cowboy to help him to stop the women squeezing the Charmin tissue. The cowboy… Read More Don’t Squeeze the Charmin!
Framing is a kind of metaphor that used by people to direct or redirect thought on a matter. In order to make a frame, people have to decide which aspect of the object or issue should be emphasized and which part can be vaguely explained. Simmons says that a frame is “one among a number… Read More The Art of Persuasion
Klein states in her book that there is a “burgeoning awareness that a brand was not just a ascot or a catchphrase or a picture printed on the label of a company’s product; the company as a whole could have a brand identity or a ‘corporate consciousness’ ” (Klein, 1999, p.12) by the end of… Read More Advertising in the 20th Century
According to Douglas Holt, cultural branding is “the set of axioms and strategic principles that guide the building of brands into cultural icons” (Holt, 2004, p. 11). Holt mentions that a brand requires “hybrid” strategies. In cultural banding, the general strategies are targeting, positioning, brand equity, brand loyalty, cobranding and communications. To build a cultural… Read More Cultural Branding in Disney
Sign Augustine argues that a sign “is a thing which causes us to think of something beyond the impression the thing itself makes upon the senses” (Hellbrunn, 1997, p. 176) and Peirce states that a sign is “an association between a representation, an object and an interpretant” (p.180) For Peirce, a sign is a thing… Read More Sign VS Icon VS Symbol VS Image VS Logo!
“The Body Shop” is a brand that mostly known for its body-caring products and cosmetics. I usually choose to buy its product when I feel that I need a new body lotion or facial wash. Sometimes I also buy some of its products when I go shopping and find out that they are in discount… Read More My Attachment with the Body Shop
Arts and Culture 