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Research on Relationship between Brand and Stratum

Author: QiErNa
Tutor: ZhaoJianGuo
School: Henan University
Course: Communication
Keywords: Brand Glass ceiling Social stratum
CLC: G206.3
Type: Master's thesis
Year: 2011
Downloads: 54
Quote: 0
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Abstract


People often accord to some traditional index when analyse stratum, such as: market status, occupation, income, products or materials. In recent years, we should not only use the traditional way to measure a person’s social stratum, individual lifestyles, consumption patterns or cultural factors should also be taken into account. Under this guidance, symbol and the signs associated with the consumption play an increasingly important role in everyday life. The core concept of modern society of consumption, while consumption is inseparable from the brand. In this society, the brand has spread over every corner of life , more and more people like to affirm their status through using famous-brand product so that the phenomenon of“brand”representing ranks appears. The ever-increasing of brands advertisement makes brand-positioning more and more acceptable to people. The brands have convert into invisible boundaries of stratum. Thus, the society is divided by different brand glasses. Social stratum in sociology derived from“hierarchy”. If the distance among stratum becomes larger and larger, wide gap must appears between stratum, and thus hierarchy appears. The emergence of hierarchy will inevitably lead to conflicts and contradictions, which is harmful to the construction and development of our country. Based on theories of brand, this article analyses the phenomenon mentioned above from the perspectives of sociology and psychology, and expounds how society is gradually divided by“brand”under the mechanism of advertising media. This article advocates that brand propaganda should be oriented to the people rather than the social status, thereby reducing the burden brought by brand-consuming and promoting the development of society and economy.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory > Mass Communication
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