Coca-Cola Advertising and the Mask of Authenticity

Advertising identifies trends, raids culture and constructs desires (Lyth, p3). Through a semiotic qualitative textual analysis, this paper explores how Coca Cola advertisements, at three key junctures in history, have relied upon an authentic/commercial binary that has existed since the Romantic turn during the Enlightenment to promote the myth of a depth ontology and an authentic self in contrast to ‘shallow consumerism’(Banet-Weiser, 2012, Erving Goffman and the Performed Self 2015, Potter, 2010). In line with Stuart … Read More

The performed self – Why I have taken on the persona of the hipster

Have you encountered the idea that there is not really a true “authentic” self, and that we don’t really have a fixed identity?  We perform differently depending on the situations we encounter. The whole idea is a bit of a mind flip, but one that I have decided to throw myself into in the past month, in the interest of desperately trying to keep up with the times. If it all has gone a bit wrong, … Read More

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