Abstract

The study of brand choices can lead us to consider, in a more realistic way, the construction of individuals and today’s world, as well as trades and relations that undertake a range of interconnected social processes. Eventually, the extensive process of media consumption - choosing, buying, and using - of goods and services, could provide us with answers to important questions, like who the social actors are, what kind of rules do they follow, or what their values are. In this sense, this paper will try to discuss the importance of cultural factors that are involved in the “brand to consumer” communication process, social and advertising campaigns, in targeting the emotional potential of the target audience. Fallowing Marshal McLuhan’s theory that each historical period is dominated by a certain human sense, we will debate over the status of brands as practical philosophies that promote a certain vision of our contemporary world. We will therefore take into consideration Marx’s perspective that the concept of ‘praxis’ becomes central to the new philosophical ideal of transforming the world through revolutionary activity. Furthermore, we will try to encourage a reconsideration of the structural transformations of our contemporary society and the public’s huge exposure to the consumerist ideology.