Brands

Mass culture enables the ruling class to brainwash the masses into believing that brands are a necessity. Brands are highlighted in a positive light and everything which is not a brand as seen as cheap and unnecessary.  Brands reveal a certain identity behind the person wearing the brand and is often advertised using wealthy endorsers, such as celebrities.


Evidently brands play a pivotal role in almost every aspect of our lives and as Kellner says, “we are immersed from cradle to grave in a media and consumer society that teaches us how to be men and women.” We see how the popular culture of brands tells us of a society fully conscious of class differences, individualism, diversity as well as innovation.

Brands 'help' us in the discovery of who we are. People judge each other superficially, based on the brands others wear, but what do our own brand choices say about us?
I think that people buy certain brands not only because of their own preferences, but also because of the assumptions they make about what others will think of them. Brands define us in a way, not only based on the style, but also on the store policies, prices and brand positioning.

I think that this is almost a subconscious process which has been started by advertising and the way the brands have been positioned in certain target markets within society. I only buy things that I like in terms of style and price. I like to think that I do not care about the brand, but there are certain associations I have with the ones I use and I am aware of the fact that others may judge me based on my brands or no-name products. They question is do I care?

You are what you wear, but do you wear what you wear because of who you are?