COMM 287_Study Guide FINAL_12.18.07-1

COMM 287_Study Guide FINAL_12.18.07-1 - COMM 287 ADVERTSING...

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Unformatted text preview: COMM 287 ADVERTSING AS SOCIAL COMMUNICATION STUDY GUIDE 3 Questions for “The Discarded Factory” by Naomi Klein “Credit Cards on Campus” by Robert Manning “Born to Buy” by Juliet Schor Katherine Greider “Getting to You” Film: In Debt We Trust Film: Deadly Persuasion Naomi Klein “The Discarded Factory” 1. While products are made in the factory, according to advertising executive Walter Landor, where are brands made? Brands are made in the mind 2. According to the new business logic, companies should not expend their resources on factories, machines, or employees, but on: Building their brands; that is, on sponsorships, packaging, expansion and advertising. They should also spend them on synergies: on buying up distribution and retail channels to get their brands to the people. 3. Lavish spending by big-brand businesses on marketing has been accompanied by what? The lavish spending on marketing has been matched by a never-before-seen resistance to investing in production facilities and labor. 4. What “old-fashioned idea” has disappeared along with American jobs? The old-fashioned idea that a manufacturer is responsible for its own workforce 5. What is meant by the business term “strategic redirection”? Mass layoffs were previously presented as an unfortunate necessity, tied to disappointing company performance. Today they are simply savvy shifts in corporate strategy, a "strategic redirection" 6. Why does Klein say that layoffs by companies like Levi Strauss are less about where to produce than how? For some companies a plant closure is still a straightforward decision to move the same facility to a cheaper locale. But for others - particularly those with strong brand identities like Levi Strauss and Hanes - layoffs are only the most visible manifestation of a much more fundamental shift: one that is less about where to produce than how. Unlike factories that hop from one place to another, these factories will never rematerialize. 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? What they are not interested in is the burdensome logistics of how those prices fall so low; building factories, buying machinery and budgeting for labor have all been lobbed squarely into somebody else's court. 8. In free trade zones, how do competing labels position themselves in relation to each other? In free trade zones competing labels aren't segregated each in its own superstore; 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?...
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This note was uploaded on 04/08/2008 for the course COMM 287 taught by Professor Sutjhally during the Fall '07 term at UMass (Amherst).

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COMM 287_Study Guide FINAL_12.18.07-1 - COMM 287 ADVERTSING...

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