Brand Aid: Values, Consumption, and Celebrity Mediation
In: International political sociology, Band 7, Heft 1, S. 107-111
ISSN: 1749-5687
What links a handmade necklace of paper beads with a pair of Emporio Armani (RED) sunglasses, or a pack of disposable diapers with a pink BMW luxury car? Belonging in the time of neoliberalism shapes our politics and our purchases. "Beads For Life" are "certified" by Martha Stewart as "eradicating poverty one bead at a time." The voice of Salma Hayek, famous Mexican-American actress, informs consumers that "one pack of Pampers=one lifesaving vaccine"; and the cast of the hit TV series "Friends" tours in support of BMW's ultimate drive to raise money to fight breast cancer. All of these products are marketed through celebrities to consumer/citizens who want to shop for a better world. "Ethical" products are sold by marketing certain values. But as globalization shifts traditional boundaries of production and exchange, new understandings are needed about what constitutes a better product, a better world, or a more "ethical" consumer. In Richey and Ponte (2011), we developed the concept of "Brand Aid" to describe how branded products are sold as ethical items through celebrities who link them to worthy causes in developing countries. Adapted from the source document.