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dc.contributor.authorSee, Pamela
dc.date.accessioned2020-03-12T04:31:34Z
dc.date.available2020-03-12T04:31:34Z
dc.date.issued2019
dc.identifier.issn1441-2616
dc.identifier.urihttp://hdl.handle.net/10072/392304
dc.description.abstractThis article investigates the prosthesis of identity through the process of branding. It examines cross-cultural manifestations of this phenomena from sixth millennium BCE Syria to twelfth century Japan and Britain. From the Neolithic Era, humanity has sort to extend their identities using pictorial signs that were characteristically simple. Designed to be distinctive and instantly recognisable, the totemic symbols served to signal the origin of the bearer. Subsequently, the development of branding coincided with periods of increased in mobility both in respect to geography and social strata. This includes fifth millennium Mesopotamia, nineteenth century Britain, and America during the 1920s. There are fewer articles of greater influence on contemporary culture than A Theory of Human Motivation written by Abraham Maslow in 1943. Nearly seventy-five years later, his theories about the societal need for “belongingness” and “esteem” remain a mainstay of advertising campaigns (Maslow). Although the principles are used to sell a broad range of products from shampoo to breakfast cereal they are epitomised by apparel. This is with refence to garments and accessories bearing corporation logos. Whereas other purchased items, imbued with abstract products, are intended for personal consumption the public display of these symbols may be interpreted as a form of signalling. The intention of the wearers is to literally seek the fulfilment of the aforementioned social needs.
dc.description.peerreviewedYes
dc.publisherM/C - Media and Culture
dc.publisher.placeBrisbane
dc.publisher.urihttp://www.journal.media-culture.org.au/index.php/mcjournal/article/view/1590
dc.relation.ispartofissue5
dc.relation.ispartofjournalM/C Journal
dc.relation.ispartofvolume22
dc.subject.fieldofresearchCultural Studies
dc.subject.fieldofresearchVisual Arts and Crafts
dc.subject.fieldofresearchFilm, Television and Digital Media
dc.subject.fieldofresearchCommunication and Media Studies
dc.subject.fieldofresearchcode2002
dc.subject.fieldofresearchcode1905
dc.subject.fieldofresearchcode1902
dc.subject.fieldofresearchcode2001
dc.titleBranding: A Prosthesis of Identity
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationSee, P, Branding: A Prosthesis of Identity, M/C Journal, 2019, 22 (5)
dcterms.licensehttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.date.updated2020-03-11T11:45:31Z
dc.description.versionVersion of Record (VoR)
gro.rights.copyright© 2019 Pamela Mei-Leng See. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs 4.0 International (CC BY-NC-ND 4.0) License (https://creativecommons.org/licenses/by-nc-nd/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited. You may not alter, transform, or build upon this work.
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gro.griffith.authorSee, Pamela M.


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