Quiz 2 part 1 question

"So, of course, if the market researchers and cool hunters all reported that diversity was the key character trat of this lucrative demographic, there was only one thing to be done: every forward-thinking corporation woul have to adopt variations on the theme of diversity as their brand identities." klein 112

Brands adopted the id marketing to fit in witht he new wave political movements which strived to create political change within society. By adopting their ideas about change they could then sell these people their own ideas through their brands. In this commerical by Jean-Paul Gaultier they use two people kissing to display regular gender roles. But when there women flips the man over their gender roles are obviously switched. This kind of commerical proves to challenge traditional gender roles and ad some diversity to their brand name.









this commerical for honda explicitly calls the "hipster" subculture and sells their brand progressively.