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What is Global Brand

Chapter 10
Handbook of Research on Consumption, Media, and Popular Culture in the Global Age
Worldwide operating brand.
Published in Chapter:
The Reflection of Popular Culture on Calendar Photos
Zaliha İnci Karabacak (TOBB University of Economics and Technology, Turkey)
Copyright: © 2019 |Pages: 12
DOI: 10.4018/978-1-5225-8491-9.ch010
Abstract
In the consumer society, brands communicate with consumers by subjects and practices of popular culture. Photography is used as an effective medium in this process. This study that was made within the framework of consumer society and global brands aimed to analyze Lavazza calendar photos that were published between 1993-2012 in the context of popular culture. These photos were analyzed by taking into consideration non-verbal communication means (appearance, manner, activity, props, and settings) enumerated by Dyer. The findings show that non-verbal means of communication have changed in terms of popular culture according to the years in Lavazza's calendar photographs.
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