COMM 287 study guide

COMM 287 study guide - COMM 287 ADVERTSING AS SOCIAL...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
ADVERTSING AS SOCIAL COMMUNICATION STUDY GUIDE 3 Naomi Klein “The Discarded Factory” 1. While products are made in the factory, according to advertising executive Walter Landor, where are brands made? In the Mind 2. According to the new business logic, companies should not expend their resources on factories, machines, or employees, but on: They should concentrate on those resources in the virtual brick and mortar used to build their brands; that is, on sponsorships, packaging, expansion and advertising 3. Lavish spending by big-brand businesses on marketing has been accompanied by what? by a never-before-seen resistance to investing in production facilities and labor 4. What “old-fashioned idea” has disappeared along with American jobs? that a manufacturer is responsible for its own workforce 5. What is meant by the business term “strategic redirection”? They are simply savvy shifts in corporate strategy 6. Why does Klein say that layoffs by companies like Levi Strauss are less about where to produce than how? Unlike factories that hop from one place to another, these factories will never re-materialize 7. Even as they have claimed simply to be interested in bargain-hunting, brand-name multi-nationals have become less and less interested in what? 8. In free trade zones, how do competing labels position themselves in relation to each other? they are often produced side by side in the same factories, glued by the very same workers, stitched and soldered on the very same machines 9. Which of the following is true of free trade zones? 10. What was the original purpose of creating Export Processing Zones (EPZs)? The theory behind EPZs is that they will attract foreign investors 11. The vast majority of workers in EPZs are: unmarried women between the ages of seventeen and twenty-five 12. Why does Klein say it’s no wonder that EPZ factories in Guatemala are called “swallows”? Fear pervades the zones. The governments are afraid of losing their foreign factories; the factories are afraid of losing their brand-name buyers; and the workers are afraid of losing their unstable jobs 13. Why are there layers of blockades around EPZs? to keep the hordes away from the costly goods, but also to shield the country from what is going on inside the zone. 14. Klein calls it a “cruel irony” that the economic incentives governments give to multinationals end up reinforcing what? that every incentive the governments throw in to attract the multinationals only reinforces the sense that the companies, are economic tourists rather than long-term investors 15. What does the Mayor of Rosario mean when he says there should be a “symbiotic relationship” between the EPZs and the local governments? If they derive income from us, the government should also derive income from them
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 12/30/2009 for the course COMM 287 taught by Professor Sutjhally during the Fall '07 term at UMass (Amherst).

Page1 / 10

COMM 287 study guide - COMM 287 ADVERTSING AS SOCIAL...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online