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As mentioned in the text, reality engineering occurs as elements of the popular culture are appropriated by marketers and converted to vehicles for promotional strategies. In an advertisement, a company took a famous picture of World War II leaders Roosevelt, Stalin [link widoczny dla zalogowanych], and Churchill meeting at Yalta and superimposed women in bathing suits standing next to them and whispering in their ears. Because of modern photographic techniques, the picture looked real. Students should debate who owns history or the icons that it has produced. The picture described here might be okay in their minds [link widoczny dla zalogowanych], however, what if the picture had been a drawing of the Last Supper or some other religious event of significance? Ask the students to debate the issue.
This is another question that is very opinion oriented. Responses will largely be based on how consumers view fashion and how willing they are to sacrifice to incorporate fashion into their lives. The “should” element of this question may bring forward some idealistic responses. Most students will likely take the approach that consumers are free to do as they choose and that fashion “should” be what consumers want it to be.
Boots with six-inch heels are the latest fashion rage among young Japanese women. Several teens have died after tripping over their shoes and fracturing their skulls. Followers of the style, however, claim they are willing to risk twisted ankles, broken bones, bruised faces [link widoczny dla zalogowanych], and other dangers associated with the platform shoes. One teenager said, “I’ve fallen and twisted my ankle many times, but they are so cute that I won’t give them up until they go out of fashion.” Many consumers around the world seem to be willing to suffer for the sake of fashion. Others argue that we are merely pawns in the hands of designers, who conspire to force unwieldy fashions down our throats. What do you think? What is and what should be the role of fashion in our society? How important is it for people to be in style? What are the pros and cons of keeping up with the latest fashions? Do you believe that we are at the mercy of designers?
This question represents a controversial aspect of marketing activities that has received considerable attention from many and diverse parties. Students should be encouraged to review popular press commentaries and raise this question with others [link widoczny dla zalogowanych], both inside and outside the business arena. An interesting discussion is likely to ensue.
Comment on the growing practices described as reality engineering. Do marketers “own” our culture and should they?