As Fournier writes, “This connection is driven not by the image the brand contains in the culture, but by the deep and significant psychological and socio-cultural meanings the consumer bestows on the brand in the process of meaning creation.”(Klein 176).
The Tommy Hilfiger add above is a great representation of “The consumer and the Brand” an understanding within the Framework of Personal Relationships,” encourages marketers to use a human-relationship model in conceptualizing the brands place in society”(176). The Tommy Hilfiger commercial represents this through its portrayal of happiness, freedom and independence. It also represents psychological and socio-cultural meanings through the images of the men and women in this add. Clearly the add is trying to state that, if you make this brand your lifestyle you will be living in “The American Dream”. You will experience nothing but happiness and freedom. Furthermore you will be glamorous and wealthy!
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