阿德莱德Adelaide代写论文:克莱因细节

2017-04-11 00:21

首先，克莱因细节的过程中，品牌经营和产生一个她所谓的“生活网”：“Virgin案清楚地表明是在协同革命之后，品牌推广不再是辅助核心产品或主要的吸引力；相反，这些扩展的形式在整个企业结构的建立基础。协同，Branson的建议，大约比旧式的交叉推广更多；它利用不断扩大的品牌延伸网络自旋自持生活网”（148）。这种说法的含义是品牌，这是最初关注推广和销售具体的产品，现在已经损害了产品的全部：它不再是有内在联系的情况下，品牌产品。事实上，生产的产品已被外包给私营公司和“出口加工区”，在发展中国家，保持价格（更不用说质量和道德标准）降至最低。同时，在这些出口加工区是一个极大的讽刺，在产品的制造，则最终将被添加到他们被删除：“尽管这样的显赫的跨国集团，甲米地–和出口加工区的喜欢它爆炸的数量在整个发展中世界–可能唯一的地方在地球，超级品牌却保持低调”（203）。这是深刻的后现代，真理是由品牌如耐克生成，与建立知识产品外包，只有标志来区分一个耐克产品及其仿制药之间串联存在处女和可乐其实，但品牌仍然是普遍的。这是因为实际生产，根据克莱因，并不重要。事实上，它甚至是不受欢迎的公司有自己的产品生产相关的：“在甲米地，[一]出口加工区，生产已被流放到了年龄最不值钱的现状：工厂unbrandable，unshooshworthy；生产者工业贱民”（203）。因此，使得最终产品的生产和功能成为完全没有意义，和跨国企业的重点是使用越来越复杂的技术，使人们相信，他们的品牌是某种个性化的唯一标志，品牌成为一切；一个在市场上几乎是超自然的标志意义。
阿德莱德Adelaide代写论文:克莱因细节
Firstly, Klein details the processes in which the brand operates and generates for itself what she calls a “lifestyle web”: “What the Virgin case clearly shows is that in the aftermath of the synergy revolution, brand extension are no longer adjuncts to the core product or main attraction; rather, these extensions form the foundation upon which entire corporate structures are being built. Synergy, as Branson suggests, is about much more than old-style cross-promotion; it is about using ever-expanding networks of brand extensions to spin a self-sustaining lifestyle web” (148). The implications of this argument is that branding, which was initially concerned about promoting and selling a specific product, has now derogated the product entirely: it is no longer the case that brands are intrinsically linked to their products. Indeed, the products that are produced have been outsourced to private companies and “export-processing zones” in developing countries that keep prices (not to mention quality and ethical standards) down to a minimum. As well as this, it is a great irony that in these export processing zones, where the products are manufactured, the logos that will eventually be added to them are erased: “Despite the presence of such illustrious multinationals, Cavite – and the exploding number of export processing zones like it throughout the developing world – could well be the only places left on Earth where the superbrands actually keep a low profile” (203). It is profoundly postmodern that the truth which is generated by brands such as Nike, Virgin and Coca-Cola actually exist in tandem with the established knowledge that products are outsourced and that there is nothing but the logo to discriminate between a Nike product and its generic counterpart, yet the brand continues to be prevalent. This is because the actual production, according to Klein, is not important. Indeed, it is even undesirable for a company to be associated with the production of its own products: “In Cavite, [an export processing zone,] production has been banished to out age’s most worthless status: its factories are unbrandable, unshooshworthy; producers are the industrial untouchables” (203). Thus, because production and the function of making the end-product has become utterly meaningless, and the focus of multinationals has been to use increasingly sophisticated technologies to persuade people that their brands are somehow the sole mark of individuation, the brand becomes everything; a sign of almost occult significance in the marketplace.

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