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Selling Togetherness: Family Vacation Advertising, Zandria Michaud
Selling Togetherness: Family Vacation Advertising, Zandria Michaud
Access*: Interdisciplinary Journal of Student Research and Scholarship
Family vacation advertisers want parents to believe that their destination will create memorable moments families cannot experience anywhere else. They want parents to believe their life will be better for choosing those experiences. But underneath advertisers' overt messages are hidden meanings related to their product and society. By looking at three contemporary TV family vacation advertisements, I discover the obvious, and not-so-obvious, messages these companies are sending viewers. These three advertisements commodify family by using elements of governmentality and nostalgia while hiding deeper ideologies like patriarchy and globalization. Critically studying these ads reveals cultural ideologies and norms. This essay begins …
Beyond The Local: Places, People, And Brands In New England Beer Marketing, Jeffrey S. Debies-Carl
Beyond The Local: Places, People, And Brands In New England Beer Marketing, Jeffrey S. Debies-Carl
Sociology Faculty Publications
Despite decades of domination by a few large companies, the American beer market has seen a dramatic resurgence of microbreweries. Contrary to conventional oligopolistic market theories, small firms have consistently gained market share from their entrenched competitors. Researchers have attributed this success to ‘neolocalism.’ Through their marketing, microbreweries appeal to consumers’ desire for connections to real people and distinctive products from local places. However, no study has verified whether this pattern is most characteristic of microbreweries. With newer firms threatening their market share, larger firms might adopt neolocal claims, but little empirical attention has been directed at large brewers, and …