1
هنر::
فرهنگ برند
In her book Authentic(tm): The Politics of Ambivalence in a Brand Culture, Sarah Banet-Weiser proposes that brands operate as cultures.
Moreover, we live in a brand culture, insofar as aspects of life such as religion, family, and self-identity are now "understood and expressed through the language of branding."2 When a brand operates as a culture, consumers participate in that culture as a way of life.
To wear Toms shoes or glasses, or to drink coffee at a Toms shop, is to participate in a humanitarian brand culture.
Brand culture thus becomes integral to community.
Banet-Weiser deploys the concept of "consumer citizenship" to describe the ways in which human subjects' senses of national and community belonging increasingly are constructed through participation in brand cultures.
واژگان شبکه مترجمین ایران