“The art of cinema consists in arousing desire, to play with desire. But at the same time keeping it at a safe distance, domesticating it, rendering it palpable, ” says noted cultural theorist Slavoj Zizek in his documentary ‘A pervert’s guide to cinema’ - a provocative take on the relationship between cinema and our individual and collective psyche.
Like cinema, the art of branding too can do (does?) the same thing.
Like cinema, the art of branding too can do (does?) the same thing.
For instance - an SUV can evoke a sense of rugged adventure even while it is on its way to your downtown office; a video game lets you avenge from the safe confines of your sofa; apparel labels make you ‘stand out’ even while they ensure that you ‘fit in’. Like movies, brands too satisfy desires by helping you imagine the impossible and thereby satisfying your emotions albeit for a short while.
A related idea here is that brands are sometimes a very effective way of reducing cognitive dissonance created by conflicting desires - i.e. the need for independence and the need for a family life; the need for social acceptance and a desire for individuality; consumption vs ecological concern... Brands therefore have a role in helping people to indulge some desires in a ‘safe’ way - without quite giving in to them completely, thereby resolving conflicts that arise out of contrasting desires. So, the SUV ensures that the family man doesn't summarily take off for a Himalayan adventure by letting him indulge the travel fantasy every time he goes to work! The video game lets you be omnipotent, without your having to disrupt the hierarchies at work, your shirt brand could helps you feel like a deviant, without actually looking like one! And this credit card (and this apparel retailer) makes you feel environmentally conscious even as you merrily spend!
A related idea here is that brands are sometimes a very effective way of reducing cognitive dissonance created by conflicting desires - i.e. the need for independence and the need for a family life; the need for social acceptance and a desire for individuality; consumption vs ecological concern... Brands therefore have a role in helping people to indulge some desires in a ‘safe’ way - without quite giving in to them completely, thereby resolving conflicts that arise out of contrasting desires. So, the SUV ensures that the family man doesn't summarily take off for a Himalayan adventure by letting him indulge the travel fantasy every time he goes to work! The video game lets you be omnipotent, without your having to disrupt the hierarchies at work, your shirt brand could helps you feel like a deviant, without actually looking like one! And this credit card (and this apparel retailer) makes you feel environmentally conscious even as you merrily spend!
