奥克兰assignment代写:后期的资本主义

2017-04-11 00:19

在后期的资本主义/后现代消费社会，品牌的重要性，有人认为，有显着的优先级比实际现实的有形产品本身。这是Naomi Klein的范式转变的核心基础书，没有标志，专注于品牌文化和后现代文化的空虚，品牌经营。她认为，品牌的物理属性不再适用，而虚幻的性质，品牌本身已成为最重要的因素，在发展的产品代表。产品的重要性几乎被视为后现代企业文化中的一个负担：“耐克，它开始作为一个进口/出口计划，在日本制造的跑鞋，并没有自己的任何工厂，已成为产品免费品牌的原型”（198）。正是这些“免检产品品牌”的性质，克莱因调查，和她有说服力的论据是，耐品牌通过反企业、反全球化运动，以及“酷猎手”将和增选抵抗运动曾与其他持不同政见的团体如此无力，导致了的情况，她描述为“零的酷猎”。因为广告和营销的前沿现在坐落在抵抗运动的具体目标“产品自由品牌“空虚的领域，市场营销和企业品牌商以前已有的开发和利用消费者的心理弱点和有形的产品，他们可以通过人工项目的品牌抽象哲学之间缺乏透明度，克莱因认为，品牌有碰壁。她的观点是，更耐消费最终将能超越品牌的认同，企业如耐克和可口可乐，谁提供他们所谓的“市场驱动”（198）的产品是内爆的重压下的过程中，或（更贴切），其自己的错觉失重。
奥克兰assignment代写:后期的资本主义
The importance of branding in a late-capitalist / postmodern consumer society, it has been argued, has significant precedence over the actual realities of the tangible product itself. This is the central basis of Naomi Klein’s paradigm-shifting book, No Logo, which focuses on the branding culture and the postmodern culture of emptiness in which the brand operates. She argues that the physical attributes of the brand are no longer applicable, and that the illusory nature of the brand in and of itself has become the most important factor in the development of what the product represents. The materiality of the product is almost seen as a burden in postmodern corporate cultures: “Nike, which began as an import / export scheme of made-in-Japan running shoes and does not own any of its factories, has become a prototype for the product-free brand” (198). It is the nature of these “product-free brands” that Klein investigates, and her persuasive argument is that the resistance to branding through anti-corporate and anti-globalisation movements, as well as the inability for “cool-hunters” to incorporate and co-opt the resistance movement as was previously the case with other dissident groups, has led to a situation that she describes as the “ground zero of the cool hunt”. Because the cutting edge of advertising and marketing is now situated within the realms of resistant movements that specifically target the emptiness of the “product-free brand”, marketers and corporate branders that had previously existed to exploit and capitalise upon psychological weaknesses of consumers and the lack of transparency between the tangible product and the philosophies that they could artificially project through the abstraction of the brand, Klein argues that brands have hit a brick wall. Her argument is that the ever more resistant consumer will eventually be able to see beyond the brand’s identity, that companies such as Nike and Coca-Cola, who offer what they call a “market-driven” (198) product is in the process of imploding under the weight, or (more aptly), the weightlessness of its own illusion.

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