Coca Cola, Microsoft Xbox, Adidas Marketing Essay

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Assignment #2 Mark Glamack once said, “If you surround yourself with the good and righteous, they can only raise you up. If you surround yourself with the others, they will drag you down into the doldrums of mediocrity, and they will keep you there, but only as long as you permit it.” Similarly this concept can be applied to our consumption of products. Whether we know or not, we tend to surround ourselves with products that symbolize certain qualities in order to send the message to others that we also possess those qualities. We also hope to be able to eventually adopt those qualities. We buy products in order to construct our own identities. In fact, consumption and identity are actually very closely related. I personally believe that I tend to try to surround myself with products that will cause me to become who I want to be and also project a certain image of myself. We all have a conception of who we are, and usually that conception is more of what who we want to be. After all, these consumer products are sold with an idea of a certain lifestyle. Advertisements portray these products under a certain light, targeting audiences who have aspirations to become a certain somebody, to live a certain lifestyle. And that lifestyle is what the ad sells. Three products that I surround myself with are Coca Cola drinks, the Microsoft Xbox, and Adidas clothes. For one, Coca-Cola drinks play an important role in my life. Whether it is after going for a morning jog, or after a long day of classes, or just a night of relaxing on my sofa watching television, I always enjoy a swig of the delicious sweet drink. From my frequent drinking of Coca Cola, I have come to link it to feelings of happiness, relaxation, satisfaction and other positive emotions. When I look back at all the times I have drank Coca Cola, they all seem to be warm and good times. Furthermore, this drink is

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