Meagan Smith- The Habitus of Reitmans

Posted: October 14, 2013 in Uncategorized

In the past lecture we learned about Bourdieu and his theory of the Habitus, which refers to the lifestyles, disposition and expectation of particular social groups that are acquired through the activities and experiences of everyday life. Reitmans came out with an ad campaign that was geared towards the everyday career/family woman who wants to keep up with her busy lifestyle in practical clothing, opposed to the high end fashion items featured as a representative to high class society.

Overall the commercials show that you can still be a representative of a specific type of lifestyle, and be practical at the same time. The series of commercials poke fun of the higher end fashions making it seem ridiculous to wear these clothes everyday.


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