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Q.2

Q.2 Drawing on information presented in the film ‘ The Corporation: the pathological pursuit, ’ discuss the major concepts and their illustrative examples to identify the covert techniques marketers use to get their brands into our homes. 6 Ps: Privatization of the commons

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Q.2

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  1. Q.2 • Drawing on information presented in the film ‘The Corporation: the pathological pursuit,’ discuss the major concepts and their illustrative examples to identify the covert techniques marketers use to get their brands into our homes

  2. 6 Ps: • Privatization of the commons • Pollution permits • Product ads & ‘child nagging’ • Perception management • Private celebration • Patenting

  3. MNCs’ Covert techniques of marketing: • 1. Privatization of the commons • Wealth creation or wealth usurpation? • Public trust or profit making? • Neoliberalism in sheep’s clothing

  4. Neoliberalism in sheep’s clothing • The market dominates under corporate control: • Deregulation of capital flows and investments • Deregulate market and financial speculation • Remove government or state or union restrictions against making corporate profit, by ignoring rules of production, services and workers

  5. Corporate ploys: To change the perceptions of the public and community good to individualism and individual responsibility.

  6. 2. Pollution permits • Price for pollution • Permit to pollute the environment • Against development in poor countries: Foreign aid to DW to buy the old, polluting technology from the AICs

  7. 3. Researching Product Advertisements & ‘Child nagging’ : • Mindless consumers of fashionable goods • Mould children into desirable & ‘desiring’ consumers (Children conform to company ads, not to parents’ caution) • Corporatization of consumers from cradle to grave • Delegitimize alternative paths to ‘development’?

  8. 4. Perception management: • Corporations advice the way of living and thinking, not merely encourage consumers to buy their products • Corporations share a community’s wish to be free of crime: Pfizer and New York subway • Suggest to citizens that they should love their corporations and favour lowering corporate tax

  9. 5. Private celebration: • Take over public space – Gardiner expressway logos of corporate Canada • “All American town”: Disney town - branding of public spaces • Tradition = quality = branding

  10. Undercover marketing: • Undercover messages – Placements – Brand baiting

  11. 6. Patenting & intellectual property rights • Micro-organisms • U.S. Supreme court allowed patenting of • microbes • Human genome research • Corporations have patented every creature • on the planet

  12. Monsanto Corporation: • Research showed that the bovine growth • hormone was related to cancer • Health Canada was silenced • Monsanto warned that Fox News will face • dire consequences if it aired the story • Research reporters of Fox News were fired

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