ANTH 196B: Modernity and Material Culture
In-class exercise: Consumer objects
Each group will be given an object that has meaning as a commodity in the US.
In your group, discuss the following questions:
1. What is the cultural meaning of your object? What culturally defined class or
group of objects does it fit into? How does this object fit into a regime of value,
esp. in relationship to other objects in the same class?
2. Is “brand” part of the meaning of your particular object for you? Do you see this
as an international, national, or regional brand?
3. What aspects of the cultural meaning of this object do you think would transfer,
or not transfer, in marketing this object globally? What cultural features of the
object might affect marketing?