Discuss new promotional opportunities and possibilities created within digital environments and the implication of those changes has on consumer culture,

Project description
CW2 Resit Question (3000 words essay) due on Thursday 14th July 2016 15.59pm via turnitin

Essay Question: Critically discuss new promotional opportunities and possibilities created within digital environments and the implication of those changes has on consumer culture, using a minimum of TWO brand case studies explored on this module. You should include a minimum of 6 academic references and a bibliography.
Reading and resources for the module:

These must be up to date and presented in correct Harvard format unless a Professional Body specifically requires a different format
Core
Powell, H. (ed.) (2013) Promotional Culture and Convergence. London: Routledge. See especially chapter 1 Consumers, markets and marketplaces.
Core reading:

Boyle, D. (2003) Authenticity: Brands, Fakes, Spin. London: Harper Collins.
Goffman, E. (1979) Gender Advertisements. New York: Harper Collins.
Leiss, W., Kline, S. and Jhally, S (1990, 1997, 2005) Social Communication in Advertising. London: Routledge
Lewis, D. and Bridger, D. (2001) The Soul of the New Consumer. London: Nicholas Brealey Publishing
MacRury, I. (2009) Advertising. London, N.Y.: Routledge.
Richards, B., MacRury, I. and Botterill, J. (2000) The Dynamics of Advertising, Reading: Harwood Academic Publishers
Yeshin, T. (2006) Advertising. London: Thomson

Key topics:
Psychoanalysis and the culture of narcissism

Bennett, D. (2005) Getting the id to go shopping: Psychoanalysis, Advertising, Barbie Dolls, and the invention of the consumer unconscious, Public Culture 17(1), pp. 1 -25.
Freud, S. (1960) The Ego and the Id. Translated by Joan Riviere New York, London: W. W. Norton & Co.
Freud, S. (1955) Beyond the Pleasure Principle. Translated by James Strachey in collaboration with Anna Freud London: The Hogarth Press
Freud, S. (1930) Civilisation and Its Discontents. London: Penguin Books
Lasch, C. (1979) The Culture of Narcissism: American Life in an Age of Diminishing Expectations. New York: Norton

Dear writer, please make sure you include a minimum of 2 brand case studies using Uniqlo, Zara, TK Maxx and Primark.
And dear writer, Please make sure that there is NO COPY AND PASTE IN MY COURSEWORK leading to plagiarism.

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