Term Paper Writing Help | College Essay | Resume | Research Paper Writing | Thesis | Dissertation Writing

Excerpt from :

Advertising

...... Diamond et al (2009) argues that entertainment brands, such as American Girl, the Disney store have a unique power as brands, not simply to encourage consumers to buy the product, but also to foster consumer creativity, and suggest that as a result identity exists in dialogue with the corporation, and is not merely manipulated by the seller. Consumers are crafting their own unique image as they choose, consciously, to brand themselves. In these themed flagship brand stores offering spectacular environments far from being overwhelmed or coerced by the sign-rich context, consumers use the retail environment as a stage on which to perform, enthusiastically enacting the brand and cocreating the spectacle. Therefore, emplacement is reconceptualized as a shared endeavor, with the marketer ceding considerable freedom to consumers (Diamond 2009, 120)
At American Girl stores, families are crafting a multigenerational experience of sharing idealized images of girls long past. The product alone is not the point, rather in buying the product an experience is conveyed that is enjoyed and expanded upon at the store. The girl engages in creative play with the doll that is enhanced through the books, not closed off. Of course, it could be argued that American Girl