BRANDING AND IDENTITY. THE LANGUAGE OF DECEIT
BRANDING AND IDENTITY. THE LANGUAGE OF DECEIT

Summary/Abstract: In the current consumerist culture, where the environment is saturated with products adorned with images, narratives and slogans that attempt to lure us into purchasing them, consumers are constantly confronted with pressure to upgrade their personal goods. Brands draw on notions of place and culture when marketing global products in order to stand out from their rivals. The branding of a global product presents a certain image of its origins emphasizing whichever aspects or characteristics the company thinks will appeal to consumers, who may associate them with certain positive qualities or values. The messages used in the marketing campaigns are directed towards our sense of self, identity, place and culture. Analysing product narratives critically is important for helping us to see hidden messages, to develop critical thinking, to identify who controls certain messages, and to understand how marketing appeals to us as potential customers, consequently helping us to make informed decisions regarding purchases.

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