Globalization, Environmentalism, and Consumption
CASE STUDY: Selling
1) You will begin
preparing your case study research by first reading all the assigned
materials for that class day. These are the texts everyone in class
will read in advance of your session. These reading will introduce
you to some important concepts, terms, and ideas. The excellent
Frontline Documentary, ROLLEVER. may be of interest to you as well.
The link is on the page for this Unit.
- Keith Bradsher,
High & Mighty: SUVs: The World's Most Dangerous Vehicles and
How They Got that Way (NY Public Affairs, 2002)
We will read only
a limited amount in class. You should read the whole book for
your background research and focus on bringing these issues to
the whole group.
Online sources that
might get you started are the SUV Anti-Ad sites of the Detroit
Project and the Anti-SUV website.
2) Your cases study
should focus on the issue of marketing and selling SUVs. You will
want to videotape television ads, find magazine and print ads and
perhaps obtain SUV brochures from car dealers. Using what you know
about the social context of the SUV craze, present and analyze the
ads for the class. Learning from our work in Semiotics, you should
think about what concepts the ads sell, what ideas, fears, and values
they create/encourage in consumers.