“Brands are also a handy device for papering over nasty ambiguities like how things are made and what product is ‘right’ for a person’s socioeconomic standing and lifestyle. This strategy has been taken to ridiculous extremes, as in the case of sunglasses, hiking shoes, water, beer, and countless other cases where the most everyday products are socially totemized according to price and the identity with which the brand has become associated.” [Frank and Weiland, editors, Commodify Your Dissent, (New York, W.W. Norton and Company, 1997), p. 134.]
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