critically examine and evaluate the role, influence and use of brands in your life. The goal is to describe how mass media shape and challenge popular culture at a personal level particularly through advertising and branding.

Assignment Guidelines DESCRIPTION

Take a look around your home or dormitory room and make a list of the branded products you own and use (do not limit to just high-end brands): electronics - cell phone (and mobile carrier), computer, tablets, etc.; transportation - car, bike; clothes, shoes, backpack; food (include also restaurants, fast food, grocery stores - the ones you've used their branded paper/plastic bags); health/beauty products; and cleaning supplies etc.

ANALYSIS Now organize your branded items into categories. For example, how many items of clothing are branded with athletic, university, or designer logos? What patterns emerge, and what kind of psychographic profile do these brands suggest about you?

Complete the VALS Survey available at [http://www.strategicbusinessinsights.com/vals/presurvey.shtml]. Identify the categories that define you based on your results. Do you agree with the results? Discuss the results of your VALS survey here.

Your VALS Type

Primary Type:Experiencers

Secondary Type:Makers

Your primary VALS type means that you are most like theExperiencersconsumer group. Your secondary typethe group you are next most likeisMakers.

Your primary VALS type represents your dominant approach to life. The secondary type represents a particular emphasis on the dominant approach.