ipl-logo

Brand Awareness In Jack Kerouac's On The Road

2103 Words9 Pages

Research has found that a company must spend five times as much to win a new customer than to retain ones it already has (Hofmeyr& Rice, 2000). To win a new customer, the company must first and foremost create awareness towards its brand. The possibility thatconsumers are familiar about the availability and accessibility of a company’s product and service are called as brand awareness (Prof. Dr. Muhammad Ehsan Malik et. Al., 2013).In other words, brand awareness means that consumers know and understand the existence of the products and services. Gustafson & Chabot (2007) mentioned that a successful brand awareness means that the products and services of an organization have a good reputation in the market and simply acceptable.

According to …show more content…

However, the idea by Kerouac was challenged by the British Cultural scholars, Dick Hebdige. According to Hebdige (1979), The term hipster first seemed for the period of the 1940´s when white humans in the usa adopted the way of life of the black jazz musicians. Hebdigecontinues,this group of people was called as hipster according to their way of dressing and appearance. Their style of action is also one of the factor that influence the people to be more hip.The people of this group mostly become more popular as the authors and poet in the end of 50’s. Then in 90’s the hipster was illustrate as bohemians of Williamsburg (Grief,2010). Williamsburg is the place the hipsters was started and then the culture easily spread all over the world especially in the big or metropolitan cities.

At the early existence of hipster culture,it is hard to defined the real meanings of hipster by the scholars.However,most of the scholars or the scholars agree agree the hipster culture were mostly come from the middle or upper class level of society and also white people that have a talent in arts and leftist politics..however, particular to the hipster. Many white subcultures emerged in city environments the place interactions with contemporary immigrant or minority companies, whether or not harmonic or confrontational, …show more content…

According to Cynthia, the founder of 40 hands café, sometimes that can attract the people through social media and have the fresh idea,attractive and cool can be consider as the hipster.But the concept created must standardizeand can get the market among the local people. It was supported by Leon Foo, the owner of the ChyeSengHuat Hardware in JalanBesar,he said hipster is the current trend nowadays and can attract the customer especially the youth. He also the coffe is one of the elements of hipster that has been introduced commercially. So, it can be said, hipster café derived from hipster lifestyle of the community nowadays (Bernard Salt,

Show More
Related

  • Summary Of Is The New Brooklyn Economy

    739 Words  | 3 Pages

    “The Borough’s residents paying more than 30 percent of their income in rent” (Bonislawski, pg.2, pp.3) Due to the “remodeling” of Brooklyn, the rent has drastically gone up. This is a way of purposely chasing out the poor to make room for the “trendies”. With the belief of a new and better Brooklyn will lead to more money and better neighborhoods, it feels like those that were born in Brooklyn are being forced out of it. A new source of capitalism has taken place, a capitalism based off of the “hip and trendy” in order to draw in the more financially efficient. “Trying to evade, principles of development is economically futile” (Jacobs.chpter1.pg8, pp.1) it’s true that we can’t continue to evade the new development of a environment because it will lead to an economic

    Read More

  • Summary Of American Babylon By Robert O. Self

    420 Words  | 2 Pages

    The overall argument of Robert O. Self’s Introduction, in the book “American Babylon,” are the different aspects of postwar Oakland and the East Bay, socially, economically, and politically. There are three key claims Self makes in the Introduction. First, Self claims there were two controversial political ideologies in postwar Oakland, one being black power, including politics of deference and empowerment, and second a neo-populist, conservative homeowner politics of white residents. Another claim Self makes is the idea that the postwar black struggle and politics of suburban building shaped the political culture in Oakland and the East Bay. The third key claim Self makes is the modernization of space; space as property, as a social imagination, and as a political scale.

    Read More

  • Sidney's Saloon Research Paper

    1423 Words  | 6 Pages

    Mike Mosko Urban Anthropology Field Study: Sidney’s Saloon Neighborhoods are changing -- fast -- often moving at a rate to quick to keep pace with. Everyday we walk down streets we’ve traversed thousands of times -- or will-- and everyday they get a little bit different, a collection of faces passing us by, old and new. I am one of those new faces, a recent New Orleans transplant. While I can 't speak to the impact of changes this city and its residents have gone through, being from heavily gentrified Oakland, CA, I can certainly relate to the twisted mess of pride, politics, and pain that comes with the feeling of being a newcomer in your own city.

    Read More

  • Chris Hayes States Chapter Summaries

    1127 Words  | 5 Pages

    He talks about how cities were seen as ‘dirty’ and infested with homeless people, drug addicts, panhandlers, and porn shops everywhere, while the suburbs were seen as a ‘clean’ and orderly place to settle down and raise a family, particularly referring to the ‘white-flight’ that occurred in the 1970s and 80s. Hayes discusses how the migration of black people out of the South turned America’s cities into places of ‘concentrated blackness.’ “Federal policy facilitated both the construction of the ‘ghetto,’ large areas of black residents and disinvestment, and white flight to the suburbs, abetted by subsidized mortgages and racially discriminatory lending guidelines.” (Hayes, 2017, p. 40) Because of institutional racism and classism, the cities became concentrated areas for the Colony, and the suburbs became a place of escape and solace for the

    Read More

  • Example Of Gentrification In Faga

    107 Words  | 1 Pages

    The city of Tampa has experienced gentrification in several areas over recent years. The latest example that can be pointed out is the resurgence in Seminole Heights (“Once-poor Hillsborough Areas Make Gains”, 2014). Hipsters are now flocking to the area to eat at the trendiest restaurants and visit the newest art spaces. The effect of gentrification in this area is made evident by crimes recently committed in the area: the robberies at the tavern The Independent and the restaurant Fodder and Shine.

    Read More

  • Examples Of Gentfication In You Don 'T Have To Live Like This'

    1144 Words  | 5 Pages

    In Benjamin Markovits’ You Don’t Have To Live Like This, the reader experiences gentrification and views it from several angles. Because Detroit is a majority black city, being about eighty percent black, the racial tensions are severely heightened through gentrification. In context, race truly makes the first crack in the foundation of the gentrification project. Through the use of stereotypes, Markovits analyzes racial tensions throughout the novel and therefore, better satirizes and negatively characterizes gentrification in the United States. Robert James as a wealthy white man plays a pivotal role in the novel because he provides the funds for the entire gentrification project in Detroit.

    Read More

  • Social Inequalities In Honky By Dalton Conley

    1306 Words  | 6 Pages

    Growing up in the projects of 1970s and 1980s New York, Dalton Conley witnessed the blatant social inequalities embedded in his environment and many others. His experiences were unique compared to his peers, especially due to the fact he was one of the only white boys in a predominantly black and Hispanic area. Conley recognized that he had privileges that many of his peers did not have and often rejected the present social inequalities. Throughout the course of Conley’s book, Honky, he also examines the social structures of class and race and how affected the trajectory of his peers and himself.

    Read More

  • What Was The Impact Of The 18th Amendment (1918-1919)

    965 Words  | 4 Pages

    Women were now being called Flappers because of their short clothing, stylish black bobs, wearing heavy make-up, dancing, drinking, and smoking. “In 1890’s Britain, in fact,“flapper” described a very young prostitute, and after the turn of the century, it was used on both sides of the Atlantic for cheeky, prepubescent girls whose long braids, the New York Time reported, “flapped in the wind” (“The original “It Girl”, Web.b.ebscohost.com). This quote proves “Flappers” had a bad connotation, but then the word evolved across the world into showing freedom from a restricted lifestyle. “It was a form of youth rebellion, a project of liberation, and it didn’t go unnoticed.” (“How Flappers Rebelled Through Feminism And Consumerism”, bi.edu).

    Read More

  • Review Of Willy Staley's 'Online Culture Of Gentrification'

    1092 Words  | 5 Pages

    Describe the current event(s) that it is linked to. The author, Willy Staley, seems to have derived inspiration from an article he read about the gentrification of a food called chopped cheese. In his article Staley mentions many phenomenons that have been present in popular culture recently. These are tiny houses, “raw water,” “van life,” and the idea of being a good gentrifier.

    Read More

  • Summary Of Code Of The Streets By Elijah Anderson

    932 Words  | 4 Pages

    Anderson begins the section by explaining that there are two separate cultures in inner-city neighborhoods. The first are the “decent” this group is defined by commitment to “middle-class values,” (101). However, they are not mainstream in that they

    Read More

  • Bs501 Task 1

    558 Words  | 3 Pages

    Current business position – The cafe operates next to a shopping mall in Epping and serves the purpose of offering beverages and snacks for shoppers visiting the mall in a soothing environment. There are no other cafes in the surrounding

    Read More

  • A Rhetorical Analysis Of Cadillac's Commercial

    647 Words  | 3 Pages

    Purpose Cadillac’s commercial ‘Poolside’ aired during the Olympics, a traditionally heightened time for American pride was intended to influence hardworking up-and-coming Americans, to buy their car. As most Americans sit down to watch the Olympics, they’re rooting for the home team. American viewers want to witness fellow Americans “go for the Gold”. Moreover, they have already watched dozens of “Personal Segments” about athletes who have worked exceptionally hard, made extraordinary sacrifices, and are now poised to succeed. The message: if you work hard, you can achieve success, parallel to the Olympians.

    Read More

  • Positive Impacts Of Gentrification

    141 Words  | 1 Pages

    During the 1960s, middle and upper-class populations began to move out of the suburbs and back into urban areas. Areas such as Harlem, Washington Heights and Brooklyn have deeply been affected by it. Gentrification has variable type of impact like many positive changes as a better-looking neighborhoods, more job opportunities as well as a reduction in crime rates in those areas, but with these positive changes negative results for others within the community will be affected such as displacement and rent increase which forced people to move out. Despite its positive impact which mainly affect the new incomers, gentrification seems to be better because of the positive results for the community since its main purpose is to benefit the community

    Read More

  • San Francisco Gentrification System

    1090 Words  | 5 Pages

    The addition of organic ice cream shops, chain restaurants, luxury condominiums, and cafes serving beignets and soy lattes are steadily replacing the 99-cent stores, sex shops, thrift stores, and local markets of the city’s original working-class Latino neighborhood. As San Francisco has become one of the hottest living destinations for the new techies that have moved to the Silicon Valley, the Mission has become one of the liveliest locations in the city. After Mark Zuckerberg’s purchase of an apartment in the mission, it was a must live area for young yuppies and techies. The center of the city has historically been home to Mexican and Central American immigrants whose large families live in small apartments in narrow Victorians and older buildings. Even though the local flavor is still here, the housing prices

    Read More

  • Essay On Subculture

    871 Words  | 4 Pages

    Subculture is significant factor of urban setting. It related to urban culture, or rural culture, or the culture within middle class. The concept of the subculture means sub-division of a regional culture, subculture is combination of social situation between difference classes, personal background, religion and metropolitan, but its combination manner will impact on the participating individual. Green had make the clear point about ‘highly organized subcultures’ with the question: ‘since in the new generation no individual participates in exact cultural complex totally but fundamentally in series of residence groups according to sex, age class, carrier, nation, religion and race all somewhat differing norms and prospect of behavior –how do they organize in many difference ways to build varying background for individual reason of psychoneurotic trends?’ [Green 1946: 354]

    Read More

More about Brand Awareness In Jack Kerouac's On The Road

Open Document