Quiz 2- Part 2

This clip gives a great sense of the “socio-cultural meanings the consumer bestows on the brand in the process of meaning creation” (p.176). In the video, we see the typical handsome jocks playing rugby and the good-looking ‘girly girls” standing innocently on the sidelines. The girls are dressed in high socks, heels and skirts, while the men are in polo shirts. While it is clear that the men playing rugby are the ones who get to talk to the cute girls, we also see that the scene in which this video takes place appears to be that of a prep-school atmosphere. By including all of these aspects in their campaign, the rugby brand allows us to believe that by wearing their products you exude wealth, happiness and independence. The stereotypical gender norms and beauty make this advertisement what many wish to desire.