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Here argument is also saying that the company is selling the consuming of their product to their consumer.
“The effect, if not always the original intent, of advanced branding is to nudge the hosting culture into the background and make the brand the star. It is not to sponsor culture but to be culture....If brands are not products but ideas, attitudes, values and experiences, why can't they be culture too?” (30)
For example car companies no longer focus on the details and technical specifics of their cars, but instead show young people having fun inside the car jamming out to music, with friends, just driving...
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