Get 20M+ Full-Text Papers For Less Than $1.50/day. Subscribe now for You or Your Team.

Learn More →

Jack Daniel's America

Jack Daniel's America Branding is often viewed as a form of ideological influence, but how brands impactideology has not been carefully specified. I use a genealogical study of theemergence of Jack Daniel's whiskey as an iconic brand to specify theideological role played by such brands in relation to other producers of ideologicalchange, particularly the other culture industries. I demonstrate that brands play adistinctive role, quite different from that critics have described: brands act asparasites riding the coat-tails of other more powerful cultural forms, but then usetheir market power to proselytize these ideological revisions. Through ubiquity andrepetition, brands transform emergent culture into dominant norms. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Culture SAGE

Jack Daniel's America

Journal of Consumer Culture , Volume 6 (3): 23 – Nov 1, 2006

Loading next page...
 
/lp/sage/jack-daniel-s-america-6tGLoDD3oR

References (15)

Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
1469-5405
eISSN
1741-2900
DOI
10.1177/1469540506068683
Publisher site
See Article on Publisher Site

Abstract

Branding is often viewed as a form of ideological influence, but how brands impactideology has not been carefully specified. I use a genealogical study of theemergence of Jack Daniel's whiskey as an iconic brand to specify theideological role played by such brands in relation to other producers of ideologicalchange, particularly the other culture industries. I demonstrate that brands play adistinctive role, quite different from that critics have described: brands act asparasites riding the coat-tails of other more powerful cultural forms, but then usetheir market power to proselytize these ideological revisions. Through ubiquity andrepetition, brands transform emergent culture into dominant norms.

Journal

Journal of Consumer CultureSAGE

Published: Nov 1, 2006

There are no references for this article.