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MS 7030

 Advertising and Cultural Consumption

What does it mean to have „good taste‟? Focusing on a specific cultural field (e.g. food, art, music, fashion, etc.), evaluate how and to what effect some tastes or goods are constructed as socially  legitimate.

       
1 Introduction
Bourdieu is a famous philosopher and have made some remarkable achievement on Sociology, Bourdieu was considered to be one of the most powerful people who were strongly press the points “the views of a thinker are essentially structured by the particular social field in which he thinks” (Shusterman,1999:14). Bourdieu (1984) raised that taste is related to social statue and educational background. He divided taste into three classes: legitimate taste, middle-brow taste and popular taste. This essay starts with the description of good taste, and then presents three different classes taste: legitimate taste, middle-brow taste and popular taste. Following takes fashion as an example to evaluate how and to what effect taste or goods are constructed as socially legitimate. Finally mentions how advertisement effect some tastes and make people accepted legitimately.

Bibliography:
Bourdieu, P., (1984). Distinction: A Social Critique of the Judgment of Taste. Cambridge: Harvard University Press.

Crane.D. （2001）. Fashion and its social agendas: class, gender, and identity in clothing. The University of Chicago Press, Ltd., London.

Easey.M. （2008）. Fashion Marketing. Blackwell Publishing.

Ewen, S. (1999). All Consuming Images. Revised Edition. New York: Basic Books. (Part 2, Chapter 4)

Gronow, J. （1997）. The Sociology of Taste. London: Routledge.

McLuhan, M. （1967） The Mechanical Bride: Folk lord of Industrial Man. Boston:Beacon.

Taylor and Willies, （1999）. Media studies: texts, institutions, and audiences. Wiley, John & Sons, Incorporated

Shusterman, R. (1999) Bourdieu: a critical reader. Wiley, John&Sons, Incorporated.

Wernick, A. （1991）. Promotional Culture: Advertising, Ideology and Symbolic Expression. London: Sage.

The elements of typographic style.available at (https://www.benjaminkoh.com/images/Final%20Content.pdf) accessed on 12-03 2010-3-16