A Brand By Any Other Name - Douglas Rushkoff redoing post

In the article, A Brand By Any Other Name,the
author, Rushkoff is analyzing how a brand name
can influence people. In his first line, he talks
about meeting a young boy at a sports supersto-
re, noticed how the thirteen year old selected foot-
wear and explained the boy's dilemma, between
"Nike" abd "Airwalk" shoes. The author show how
marketers spend millions trying to identify chil-
dren's predilections, which means he is paralyzed
in the modern youth equivalent of on existential
crisis. He believe the dilemma that a tv show, video
game, other product lines, and computers can create
for children. The author tells the story such as it is,
about a boy who must collect little monsters in order
to develop his own character. However, kids feel they
can't quite identify with the advertissing, and how
much time a children spends on playing games and
the compulsion to buy things that they don't even
want. Also, older kids between ages 15-24 are invol-
ved with brand name clothing because they believe
it promotes a particular image. They admit that the
brand is even cooler than they are, The author points
out how much control the radio have over kids, and
the more they interact with brands,, the more they
brand themselves.

After I read the article I'm in agreement with
the author. For many people unless they have
a brand name they feel less secure about their
lives. The author points out that wanting a brand
name start at the very early age, the young boy
at the sport store was concern which brand was
going to make him a better player. The companies
use the study of anthropology to learn the emotio-
nal needs and behaviors of young people.
Also, Rushkoff made clear that things seem to
have gotten worse, ironically, this is because mar-
keting had gotten so much better.
In my opinion he made strong points that shows
the brand have the power over people to tell who
you are. They know how to manipulate everyone
to make the point for someone to feel better about
themselves by having expensive things.
Moreover kids are being pulled to expensive pur-
chases that us really difficult for families to deal
with. However the weakness of the article is that
the author did not point out that family can influen-
ce strongly children by setting limits on what they
buy or want.