Colin P – Differentiation in Advertising

Posted: November 24, 2013 in Uncategorized

In the article, “Towards a New Politics of Consumption”, Juilet Schor argues that “much of what advertising does is take functionally identical or similar goods and differentiate them on the basis of a variety of non-oppositional traits”.

When I read this I thought of an advertisement I saw for Audi. Directly relating to this quote, in this ad, they are talking about the technologies that are shaping the future; that their car is one of those technologies. This idea works with the article insofar that Audi takes a non-oppositional trait (“car of the future”) and applies it to their product.

Link Here: http://www.youtube.com/watch?v=ekwR_YbXXm0

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