Ch2 Culture : ideas n activities by which each of us constructs our world Consumer culture: -society in which ppl own many consumer goods -society in which human values hv been grotesquely distorted so that commodities become more important than ppl or in an alternative formulation, commodities become not ends in themselves but overvalued means for acquiring acceptable ends like love or frdship. commodif i cation: process of stripping an object of all other values except its value for sale to some- one else Informational advertisements : provide specif i c info bat a product's attributes Transformational advertisements: provide info that suggests how we as consumers will feel if we buy the product or service. advertising can suggest that our lives will somehow be dif ferent n better (if we purchase the adver- tised product or service Global brands generally utilise the same set of values around the world, albeit slight executional changes may be implemented to recognise cultural dif f erences. Advertisers must be sensitive to dif f erences in global cultures, customs and laws, so while the o overarching brand msg is consis- tenttheexecutionsreflectthelocalarea. Consumer-generated media (CGM) focused specif i cally on brands (relationship b/w customers n brands)