MCOM 1307 Assignment
MEDIA LITERACY AND THE CRITICAL PROCESS: The Branded You
To what extent are you influenced by brands?
Brands invest in creating brand equity \u2013 consumers\u2019 perceptions of the brand. Along with the conscious
associations we have about brands, such as the name, logo, taglines\/slogans etc., carefully crafted
marketing messages have over time helped create subconscious brand connections and associations
that tap into our emotions and beliefs about the brand. All of this has a significant influence on our
behavior and why we choose to identify with, and invest in, one brand over another.
For this assignment, you will apply the critical process to evaluate the role, influence and use of brands
in your life. The goal is to describe how mass media shape and challenge popular culture at a personal
level particularly through advertising and branding.
DESCRIPTION
Take a look around your home or dormitory room and make a list of the branded products you own and
use: electronics – cell phone (and mobile carrier), computer, tablets, etc.; transportation – car, bike;
clothes, shoes, backpack, food (include also restaurants, fast food, grocery stores \u2013 the ones you\u2019ve used
their branded paper\/plastic bags), health\/beauty products, and cleaning supplies etc.
ANALYSIS
Now organize your branded items into categories. For example, how many items of clothing are branded
with athletic, university, or designer logos? What patterns emerge, and what kind of psychographic
profile do these brands suggest about you? (Discuss the results of your VALS survey here)
INTERPRETATION
Why did you buy each particular product? Was it because you thought it was of superior quality?
Because it was cheaper? Because your parents used this product (making it tried, trusted, and familiar)?
Because it brought stability and a sense of connection to your life? Because the brand name served as a
mental shortcut to the positive attributes of the brand? Because it made you feel a certain way about
yourself and you wanted to project that image to others? Have you ever purchased items without
brands or removed logos once you bought the product? Why?
EVALUATION
As you become more conscious of our branded environment (and your participation in it), what is your
assessment of U.S. consumer culture? Is there too much conspicuous branding? What is good and bad
about the ubiquity of brand names in our culture? How does branding relate to the common American
ethic of individualism?
ENGAGEMENT
Visit Adbusters (https:\/\/www.adbusters.org) and read about action projects that confront
commercialism, including Buy Nothing Day, Media Carta, TV Turnoff, the Culture Jammers Network, the
Blackspot nonbrand sneaker, and Unbrand America. Also visit the home page for the advocacy
organization Commercial Alert (https:\/\/www.commercialalert.org) to learn about the most recent
commercial incursions into everyday life and what can be done about them. In your report, describe
ways you can take actions to address commercialism or commercial incursions into every-day life that
you found from visiting the listed websites.
Report Format
Present your report in 3-4 pages (double-spaced, 12-point font, 1-inch margins all around). Your report
should include all the steps of the critical process with each step\/section clearly identified with a
subheading: Description; Analysis; Interpretation; Evaluation; and Engagement.
This is the weighted score for each section of your report:
Description 15%
Analysis 20%
Interpretation 25%
Evaluation 25%
Engagement 15%
Check your paper for spelling and grammar mistakes before submitting.<\/p>\n","protected":false},"excerpt":{"rendered":"
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