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Transcript: Mehmet Cemil Cildir The mass media has all the power and tools to generate new ideas, publish them, change them in time, refute them, get rid of the things it doesn’t want… The popular culture affects our morality and understanding of selfishness by pumping out tons of unnecessary, corrupt and destructive information via the mass media. (cc) photo by Franco Folini on Flickr Take a trip to the place where blue jeans are born in this revealing, clandestinely shot documentary from filmmaker Micha Peled, exploring the plight of South China factory workers struggling to balance Western demands with shrinking wages. Though at first 16-year-old Jasmine is excited to be working alongside her family as a thread-cutter at the Lifeng Factory in Shaxi, South China, her initial enthusiasm is soon squelched by 16-hour work days and payment that makes minimum wage look like a luxury. Pressured by Western companies to shrink their manufacturing costs to impossibly low numbers, the workers who toil away day after day in these factories are often left with little more than dreams of operating their own business when their bodies finally succumb to the damaging effects of their duties Resarch Questions In an ethical context, "selflessness" means devoid of, or untainted by, self-interest. To behave selflessly is to act without concern for any benefit to oneself. This is commonly regarded as the essence of morality, especially in mystical traditions. It is held to be the way that spiritually evolved people behave. Indeed, such behavior is sometimes taken as evidence of one's spirituality. By contrast, selfishness is commonly regarded as evidence of one's non-spirituality. Observe, first of all, that in equating unselfishness with morality, the implication is that self-interested actions are either immoral or nonmoral. That is, they are either bad or without moral significance. If, for instance, I protest paying taxes to support welfare programs of which I do not approve, then according to this code I am being selfish and therefore immoral. If I work to support myself, that is not immoral but neither is it admirable; it is ethically neutral. "Sociological orthodoxy says that consumerism is oppression; skilful marketing people have manipulated us into a state of passive victimhood, endlessly and aimlessly consuming ever-increasing amounts at the behest of an advertising industry which creates false desires in us by making us believe that to purchase an object is to purchase paradise. Studies of consumerism and what it involves - marketing, brand names, fashion, shopping, packaging, rubbish, pollution, social rivalry, the throw-away ethos and the commodification of value - therefore make mortifying reading, not least for those just home from the high street." by Thorstein Veblen (cc) photo by Metro Centric on Flickr Zombies, Malls, and the Consumerism Debate: George Romero's Dawn of the Dead The last word on Consumerism The result was most of people spends money according to their indulgence and also as you know that firms gives advertisement properly in order to increase awareness of people from the products. All of this attempt are called pop culture. "How does popular culture create a selfish society with the help of consumerism?" Resources Fight Club Results Harry wrote the book to explain how most of life’s restrictions and problems are self-imposed; and to shake people awake from the unquestioned assumptions that they make in life that cause them to blindly follow what others expect of them, rather than realizing that their lives are theirs to do with whatever they want; in most cases, other people are in no position to force their demands on them. Harry calls these unquestioned assumptions "Traps," and they are the core of the book’s three sections. The first section identifies the 14 basic Traps that Harry saw people falling into, although he acknowledges that life has many other Traps. The Unselfishness; Trap Harry’s next trap is the Unselfishness Trap, which is the belief that you should put others’ interests ahead of your own. This isn’t as callous and hedonistic as it appears at first glance, and the popular connotation of "selfishness" as being something that inherently hurts others isn’t true. Reflections on the ethics of selflessness by Nathaniel Branden The good examples are given in “Fight Club” by Chuck Palahniuk: “Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don't need. We're the middle children of history, man. No purpose or place. We have no Great War. No Great Depression. Our great war is a spiritual war. Our great depression is our lives. We've all been raised on television to believe that one day we'd all be millionaires, and movie gods, and rock stars, but we won't. We're slowly learning that fact. And we're very, very pissed off.” "The narrator, an insurance investigator prone to depression and insomnia, finds temporary joy and distraction by attending various


Transcript: Instrumental Learning -This focuses on the consequences of wearing Burberry It will boost the self esteem of people wearing the brand -They will be seen as fashion icons and wealthy -After sales services and customer service is perceived as being excellent due to the amount of money consumers spend in store The Logo Logo of Burberry is an Equestrian Knight since 1933, which portrays “forward” The armor signifies protection of the outwear Burberry produces “Chivalry of Knighthood” reflects company’s own standard of integrity “Prorsum” = Forward in Latin, the innovation fabric & style 2. Learning 1. Fulfilled Motives Maslow Hierarchy Are we what we buy? -Burberry exploits peoples desire not only to buy benefits but also an experience -Burberry offers superior customer service in stores -High quality products -Self image 4. Social & Cultural Consumers feel a sense of pride and self-worth when wearing Burberry. Mainly related to price they pay for the items Affect ->  Behavior  -> Cognitive Burberry: Marketing Actions Burberry Brand Values Facebook- Most ‘like’ brand for 3 consecutive years Competitors- Armani, MiuMiu, Cavali, D&G Clothes give you the same status as some of the higher priced designers but Burberry is more reasonably priced. Burberry: Marketing Actions Wearing clothes is a basic need for humans, however Burberry aim to target a higher need Burberry: History >Due to the distinctive checked pattern, many counterfeit items were produced into the market >This therefore invited “low social class” people to wear the pattern and give Burberry a bad image >This resulted in a negative attitude towards the brand >Burberry started to fight back by firstly removing the checked baseball cap from sales and reducing the visibility of the pattern from its clothing. >Burberry was quickly re-launched and recovered Experiential hierarchy - emotional consumption Low involvement: repeat purchases Standard learning: involving prior information searching Classical conditioning Burberry knows what appeals to the customer, hence they portray themselves in their bespoke marketing Burberry uses British models eg. Kate Moss, Emma Watson, Rosie Huntington Repetitions effects Only works for people with enough disposable income People with a higher social class see Burberry as regular purchase as opposed to a luxury purchase Burberry Innovation -Burberry remains British -Digital luxury positioning -Globally relevant across all genders and generations -Target audience: >Mostly people aged over 25 >Professionals >High and stable incomes >And their children -Description and Positioning of Burberry -Marketing Actions used by Burberry -Psychological Principles Analysis >Fulfilled Motives >Learning >Attitude >Social & Culture aspects Intrinsic and Extrinsic Ego: Burberry is sexy and practical Memetics So if everyone at University was starting to wear Burberry scarf “I want to wear one too” Burberry 3. Attitudes “Protect. Explore. Inspire” Negative attitudes Thanks for listening Inhibitor needs: -price and counterfeit items -Price ranges of all sectors: Porsum, London, and Brit range are similar. -Prorsum: Luxury, High end -London: Heritage outerwear, work wear -Brit: Casual weekend wear Psychological Principles -Outerwear at its core -2011: named fourth-fastest growing brand globally -Burberry has won numerous awards including "Designer of the year" and "Design Brand award" in 2009 -Brand divisions: Brit, London, Prorsum Outlines Reference -Innovation in leather goods, design, material and shape particularly in the ionic check. -2012: 22% growth in non-apparel revenue -Diversity in products make Burberry one of the highest ranking brands Attitude is divided into three functions Instrumental: Burberry trench coat-good quality and weather proof Value expression: “wow, she is wearing Burberry – she must be so wealthy and classy” Knowledge: “that Burberry advertisement was really intriguing, I should check out the store” Burberry Competitive Advantage Presented by: UNI-FIED (group B) Preet Kanchan Ack Wuqiong Peng Rohan Chris art of the trench - blog Consumer Behaviour 2nd ed, Evans et al Reference group: -Information influence - Informational power e.g. adverts, blogs, magazine articles -Utilitarian influence - Reward power e.g. “what my friends think?" -Value Expression influence e.g. looking and feeling wealthy -Referent Power- Emma Watson In order to conform to the social group, people purchase Burberry to fit in. -1856: Found by Thomas Burberry (21 years old) -Aim of producing innovative functional outwear -1891: The first London shop is opened Burberry Status In order to fit in with some social groups, consumers will purchase Burberry Advertisements >Posters, Magazines >Blogs e.g. >Billboards >Television commercial e.g perfume adverts Promotions Fashion shows e.g london fashion week Social Media >facebook

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