What are Subcultures - 1788 Words

Introduction Subcultures are smaller groups of a larger culture that have similar and unique values but also possess some differences to the common culture. There are many different subcultures such as social class, age cohorts, gender, and religious subculture. Nowadays, subcultures are becoming important to brands because it leads to a better orientation to market a product or service. This assignment will focus on the age cohorts’ subculture, namely Generation Y. Surprisingly, â€Å"Millennials has 21% of consumer discretionary purchases, which is estimated over a trillion dollars in direct buying power and a huge influence on older generations† (Milleniall Marketing, 2014). It is the generation of people born during the 1980s and early†¦show more content†¦The use of emotion in this ad conveyed the positive emotion and appealed to excitement and joy of Generation Y. By doing so, Rexona struck a strong chord with the members of Generation Y who do not dare to do more du e to lack confident about their body. When using Rexona, they can do whatever they want, not paying attention to others. Interestingly, the ad has excellent results. The emotion in the ad transferred to the brand, which leads to brand perception. Moreover, it also enhanced Rexona’s image and generated memorability to the customers. 3. Discuss the linkages between brand attributes, consequences of using the brand and the values that characterise members of the subculture. A means-end chain is a helpful framework in order for the brand to communicate more effectively with customers. The means-end chaining includes three major components: brand attributes the consequences of using the brand and customers’ terminal values (Chitty, Barker Shimp, 2012). In the case of Rexona, there are many attributes relating to Generation Y’s terminal value. Two first attributes are the protection against odour and the protection against wetness, which leads them to be more confident. Body odour and underarm sweating are never pleasant, especially to Millenials who are physically active. Moreover, the body odour and excessive wetness affect negatively Generation Y’s daily activities. It makes them get an inferiority complex and becomeShow MoreRelatedPolitical Continuities Of The State Of Texas1040 Words   |  5 Pages2306-212 23 April 2017 Political Subcultures Residing in Texas In the United States, there are 3 different political subcultures. These three different political subcultures that make the United States what it is are the individualistic, moralistic and the traditionalistic subcultures. In the great state of Texas, the most common political subculture would have to be a mix between the traditionalistic and the individualistic subculture. In the individualistic subculture, there are many ways that it canRead MoreSubcultures And Its Influence On Contemporary Society1562 Words   |  7 PagesHistorically, subcultures found its definition originating in the early 1800s, with examples such as bohemia and another example(ref). Whether subcultures still have an identifiable existence in today’s contemporary society is contentious pertaining to its difficulty in actual measurement. It is important to look from a historical perspective at the features that define a subculture, and gives it the unique identity that constitutes some discernible traits that differ from conventional society. ThisRead MoreSubculture Analysis Essay example1142 Words   |  5 Pagesï » ¿Description of a Subculture: Gymnastics Competitive Team Culture is the ways of thinking, acting and the material objects that form a people’s way of life. 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It takes time for a subculture to be accepted by our society today. Once it is accepted, membership in subculture grows as more people feel comfortable joining a mainstream subculture such as volleyball. However,Read MoreSubculture : A Cultural Group Within A Larger Culture1384 Words   |  6 PagesOxford Dictionary defines a subculture as a â€Å"cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture† (Oxford Dictionaries). We are all part of a subculture at some point in our lives whether it is when we were at school, university or at work, we have or will be involved in a â€Å"subculture† that gives us a sense of belonging and allows us to express our personalities through different means. The importance of one’s clothing, views orRead MoreInfluence Of The Lolita Subculture1360 Words   |  6 PagesMy passion for Japanese culture is what sparked my interest in the Lolita subculture. Despite how cute, fun, an accepting popular Japanese culture appeared, I have always viewed Lolitas as uptight, and rude. Lolitas always appeared to me to be people who saw the world through a Victorian perspective . It was not until I considered researching the subculture that I found out that Lolita fashion had nothing to do with looking and or acting Victorian, but instead expressed an individual purpose in theRead MoreThe Theories Of Crime And Criminal Behavior1493 Words   |  6 Pagesthe persons perceptions of what they would classify as ‘crime’ and what is regarded as criminal behaviour (crime and criminology). There is also no straightforward way of explaining what criminal behaviour is, as it can be something that breaks the law. However, there may be many reasons or circumstances for this action, which take a criminal act and decriminalises it. One of the three criminological theories that will be discussed and explored is Subcultures. Subcultures emerge as a means of solvingRead MoreCompare and Contrast the Subcultures of Hip Hop and Punk903 Words   |  4 PagesCompare and Contrast of Subcultures: Hip Hop and Punk South University Online Compare and Contrast of Subcultures: Hip Hop and Punk Differences in beliefs and values from what the â€Å"norm† considers the right way makes you a subculture, but what makes them unique are the instruments they use to make their voice heard. While most people have taken for granted their language, beliefs and values there are some who within their subculture use their music to escape forms of oppression and lack of freedom