Tala's Answer to Question 1

The difference between sponsoring culture and becoming part of culture can be very distinct at times and very hard to notice at others. Using the example from the question, if there was a concert to be sponsored by Sprite, the drink would be served at the concert, bringing up the sales of that month. Since it would be one of the only drinks served, people who would rather drink something else that isn't available will drink Sprite instead. A scenario displaying how Sprite can become part of culture could simply be a hip-hop concert with people drinking Sprite because that is what a stereotypical hip-hop fan does. What Naomi Klein argues is in some cases true. At Qatar Academy, the Model United Nations Action club has information booths at certain events to raise awareness about the school it is building in Sri Lanka. This is an example of advertising that is both sponsoring and becoming culture because while the club asks for donations and help from the students of Qatar Academy, as a school that gives serving the community the importance it needs, it is expected of all Qatar Academy students to donate to the school in Sri Lanka and endeavour in helping the club reach its goals.

When trying to come to a conclusion about what happens to culture when its purpose is sales rather than expression, a number of points come to mind. Firstly it is not appreciated as much because people will not choose to buy the culture, it will be made easier for them to buy it than for them to go out of their way and buy something else. With regard to the Sprite example, those at the concert sponsored by Sprite will always know that there is enough Sprite for everybody since the Sprite company will be providing plenty of it. Secondly, although it might be an efficient way of getting this culture to become part of the people whom it's targeting, when the purpose of culture is sales, it will take a very long time to advertise it and establish credibility. Therefore, when culture is intertwined with expression and becomes part of one's every day life, it is more likely for that culture to mean something to that person and more likely for it to not fade away.