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Branding, subvertising and markets of experience Culture, counterculture and globalised advertising strategies

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Author(s): César San Nicolás Romera

Journal: Revista CIDOB d'Afers Internacionals
ISSN 1133-6595

Issue: 66-67;
Start page: 165;
Date: 2004;
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Keywords: culture | transnationals | marketing | cultural consumption

ABSTRACT
In the current sociocultural and commercial context, transnational companies base their communication policies on a phenomenon of expansive branding of their own brand names, converted into products of symbolic consumption. In the face of these policies, founded on the use of cultural and countercultural elements as circulation strategies, a whole series of cultural resistance movements attempt to counteract the actions of the large multinationals with strategies similar to those that these companies employ. In this article, the author analyses this game of attack-counterattack, calling attention to the “reversible” nature of such actions, founded on the commercial exploitation of the expressive experiences of their social targets.
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