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- Title
The Worldhood of the World of the Brandless Brand.
- Authors
Butchart, Garnet C.
- Abstract
This is a commentary on Brandless, an online retailer of nontoxic, non-GMO, sustainably sourced food products. The design and packaging of Brandless products are interpreted via Heidegger's concept of the worldhood of the world, the disclosure of human-world connectedness in our encounter with mundane objects. The no frills branding strategy of Brandless appeals not to a simpler time, where the Earth was less filled with toxins, was less complicated, and therefore a "better" place to be. Rather, the Brandless brand discloses the worldhood not of the past but of present time, an environment that is today shaped by advanced scientific knowledge, precision engineering, high speed computing, rapid production, and on-demand consumption--the human-less features of global free market capitalism. The analysis demonstrates how this consumer brand discloses human-earth connectedness.
- Subjects
SCIENTIFIC knowledge; FREE enterprise; BRAND name products; BRANDING (Marketing); PACKAGING design
- Publication
China Media Research, 2024, Vol 20, Issue 1, p35
- ISSN
1556-889X
- Publication type
Article