Question: In what ways have brands adopted or ‘appropriated’ popular culture to suit them? Us at least two examples and consider who benefits most – the brand or the consumer?

1. The promotional industries argue that ‘promotional culture’ supports the free and independent circulation of information and therefore aids democracy (Davis 2013). Do you agree?
2. Advertising and branding have been accused of failing to represent diversity. Discuss, using at least two examples, with reference to gender or race. These can be historical or contemporary.
3. Journalists are taught to be objective and seek the truth. What factors could interfere with this?
4. Is persuasion an essential part of public communication campaigns or can such campaigns be accused of being propagandist? Critically discuss this in relation to at least two historical or contemporary public communication campaigns.
5. In what ways have brands adopted or ‘appropriated’ popular culture to suit them? Us at least two examples and consider who benefits most – the brand or the consumer?
6. Celebrity culture was created as a promotional tool. Discuss.
7. The PR industry likes to think that it has left the days of propaganda behind and embraced two-way communication. To what extent do you think this is true?

DRAFT / STUDY TIPS:

The Intersection of Brands and Popular Culture: An In-depth Analysis of Adoption and Appropriation

Introduction:

The dynamic relationship between brands and popular culture has been a fascinating subject of study, reflecting the evolving nature of consumerism and societal trends. This essay seeks to critically analyze the ways in which brands have adopted and sometimes appropriated popular culture to align themselves with prevailing trends. Through the examination of two prominent examples, this essay will explore the motives behind such strategies and assess who ultimately benefits the most – the brand or the consumer.

Adoption of Popular Culture by Brands:

Brands frequently seek to connect with their target audience by integrating elements of popular culture into their marketing strategies. One notable way they do this is through collaboration with popular celebrities or influencers. A prime example is the partnership between Nike and basketball legend Michael Jordan. The Air Jordan line, launched in 1985, not only revolutionized the athletic shoe market but also became a symbol of urban culture and street fashion.

Nike's adoption of Michael Jordan's iconic image and persona transformed the brand into a cultural phenomenon beyond the realm of sports. The Air Jordan sneakers became more than just athletic footwear; they symbolized rebellion, individuality, and the pursuit of excellence. By aligning with the cultural iconography associated with Michael Jordan, Nike successfully tapped into the pulse of popular culture, appealing to a broader and diverse consumer base.

Similarly, Apple's integration of popular music into its marketing strategy is another instance of brand adoption of popular culture. The launch of the iPod in 2001 marked a pivotal moment in the convergence of technology and music. Apple strategically associated its brand with the cultural significance of music, emphasizing the iPod's role in enhancing the user's lifestyle.

Apple's "Silhouette" advertising campaign, featuring iconic black silhouettes dancing against vibrant backgrounds while wearing white earphones, is etched into popular culture. The campaign not only showcased the product's design but also established a strong emotional connection between the brand and the joy of music. Apple's adoption of the music culture facilitated its transition from a tech company to a lifestyle brand, resonating with consumers who identified with the emotional and cultural dimensions of music.

Appropriation of Popular Culture by Brands:

While the adoption of popular culture by brands can be an effective strategy, there are instances where brands appropriate cultural elements for their own gain, leading to ethical concerns. Cultural appropriation occurs when elements from a marginalized culture are taken out of their original context and used by a dominant culture for commercial purposes. An example of this is the fashion industry's appropriation of traditional cultural attire.

One noteworthy instance is the use of Native American headdresses as fashion accessories. Numerous fashion brands have incorporated these sacred symbols into their designs, reducing them to mere trendy accessories. This form of appropriation not only disrespects the cultural and spiritual significance of the headdress but also perpetuates stereotypes and trivializes the experiences of indigenous communities.

Another example of appropriation is the co-opting of social justice movements by brands for marketing purposes. In the wake of heightened awareness around social issues, some brands have sought to align themselves with causes such as feminism, LGBTQ+ rights, and racial justice. However, critics argue that this can be a form of "woke-washing," where brands exploit social justice movements without making substantial changes within their own organizations.

For instance, a brand might release a limited-edition product featuring a rainbow logo during Pride Month to appear supportive of LGBTQ+ rights. While this may attract consumers who prioritize socially conscious brands, it can be perceived as insincere if the brand's internal practices do not align with the values they are promoting. In such cases, the brand may benefit from the positive image associated with social justice without actively contributing to the cause.

Assessing the Benefits: Brand vs. Consumer:

Determining who benefits most from the adoption or appropriation of popular culture by brands requires a nuanced evaluation of the outcomes for both parties.

Benefits for the Brand:

1. Enhanced Brand Image: Brands that successfully integrate popular culture into their identity can enhance their image and appeal to a broader audience.
2. Increased Market Share: By aligning with cultural trends, brands can gain a competitive edge and attract consumers who identify with the cultural elements incorporated into their products.
3. Profitability: Successful adoption of popular culture can lead to increased sales and profitability, as seen in the case of Nike's Air Jordan line and Apple's iPod.

Benefits for the Consumer:

1. Cultural Representation: When brands authentically incorporate cultural elements, it can provide representation and validation for diverse consumer groups, fostering a sense of inclusivity.
2. Emotional Connection: Brands that effectively adopt cultural elements can create a deeper emotional connection with consumers who identify with those cultural aspects, as seen in Apple's association with music culture.
3. Innovation and Creativity: The infusion of popular culture into brand strategies can lead to innovative product designs and marketing campaigns that resonate with consumers.

However, in cases of appropriation, the benefits may not be as evenly distributed:

Negative Impact on the Consumer:

1. Cultural Insensitivity: Appropriation can perpetuate stereotypes and contribute to cultural insensitivity, causing harm and offense to the communities whose culture is being exploited.
2. Erosion of Cultural Significance: When brands appropriate cultural symbols or practices, they risk diluting the cultural significance and reducing them to mere commodities, diminishing their value for the communities from which they originate.

Ultimately, the balance between brand and consumer benefits depends on the authenticity and ethical considerations behind the adoption or appropriation.

Conclusion:

The interplay between brands and popular culture is complex, involving a delicate balance between adoption and appropriation. While the adoption of cultural elements can lead to mutually beneficial outcomes for brands and consumers, appropriation raises ethical concerns and can have negative consequences for marginalized communities.

Examining the cases of Nike's collaboration with Michael Jordan and Apple's integration of music culture, we observe instances where brands successfully adopted popular culture to their advantage. The positive outcomes include enhanced brand image, increased market share, and stronger emotional connections with consumers.

On the other hand, the appropriation of cultural elements, exemplified by the fashion industry's use of Native American headdresses and brands co-opting social justice movements, raises ethical red flags. Such practices can lead to cultural insensitivity, perpetuation of stereotypes, and a disconnect between the brand's external messaging and internal practices.

In the pursuit of a symbiotic relationship between brands and popular culture, it is imperative for brands to approach adoption with authenticity and sensitivity. Genuine efforts to understand and respect the cultural elements being integrated can result in positive outcomes for both the brand and the consumer. Ultimately, the brands that prioritize ethical considerations and foster a sense of inclusivity are likely to reap long-term benefits, creating a win-win situation for all stakeholders.