Not Signed-In
Which clippings match 'Consumer Endorsement' keyword pg.1 of 1
21 MARCH 2014

Haul girls: identity performance through brand consumption and endorsement

"Helina is explaining what a haul girl is to me. 'Basically, you go out shopping for clothes or beauty products,' she says, 'then you make a haul video and show viewers on YouTube what you got. You go through the items of clothing one by one. I guess what people get out of them is not showing off, like, how much money you've got or anything, but lifestyle: you get to see how one person lives, what their taste is.'

If you're minded to sneer at a youth cult that involves making videos about your shopping, then Helina has a pretty intriguing counter–argument. 'It's not just about showing what you've got,' she says. 'It's a whole creative process behind the videos as well, which is what I enjoy about it. Choosing the right music, going from the filming to the editing. Sometimes I even storyboard things, because I want certain shots, how I can present different items and things like that.' Besides, she says, it's a genuine community. She thinks a lot of haul girls 'turn the camera on because it's a way to talk to people without having to go outside and face their fears. I know that was the case with me: I turned on my camera because I was at home, signed off work, sick, and really bored. And it helped with my confidence in a way. There's this community where you can talk to like–minded people.'"

(Alexis Petridis, 20 March 2014, The Guardian)

1
2
3
4

TAGS

2014affective consumptionaffective goal achievementamateur cultural productionASOSbeauty products • Boohoo • Boots (shop) • brand awareness • clothes shopping • commodificationcommodity fetishismconstructed identitiesconsumer aestheticsconsumer brandsconsumer cultureconsumer endorsementconsumption spectaclecultural materialismcultural monoculturedigital narcissism • haul girl • haul video • I shop therefore I amidentity performancelifestyle • Missguided (shop) • new media content productiononline communityonline followersperformativitypersonal tastepost-feminist agenda • Primark • product endorsementrecommender culture • retail therapy • shopping for clothes • show and tellspectacular societysubculturetaste formationsThe Guardianunboxingvideo blogger • whats in my bag (video) • whats in my purse (video) • YouTube • Zara (shop)

CONTRIBUTOR

Simon Perkins
24 AUGUST 2006

Viral Marketing: Video-blogging Cited As Catalyst For Webcam Sales

"[Melody] Oliveria created what's known on the Internet as a 'viral video' – something that spreads as fast as the flu and gets talked about just as much. Some viral videos are goofy; some are just strange. But an increasing number are of average people talking about products they like. It's the ultimate word of mouth.

'A lot of people who saw that video probably thought you were working for Logitech,' Hughes asked Oliveria. 'Some people asked me if I was working for them, figuring I was being paid for it, but I wasn't,' she said.

But after Oliveria's viral video explosion, sales of Logitech webcams more than doubled on Amazon.com.

That gets the attention of marketers, who last year spent [USD] $12 billion on Internet advertising – up 30 percent from the year before. This was an advertisement that got results … for free.

'There's that old phrase, if you can't beat them, join them. Well, marketers are trying to join them quite desperately,' says new media consultant Joseph Jaffe."
(John Kreiser, 4 August 2006)

1
2

3

TAGS

2006amateur videoAmazon.comappearanceaugmentationblog • BowieChick • CBS Newsconfessionconsumer endorsementdecorationdigital narcissismembellishmentemotions become commodified • endorsement • Logitech • mask • Melody Oliveria • outpouringsoverlayproduct endorsementrecommender culture • Sandra Hughes • self-shotsteenuser-generated contentvideo bloggervideo responsevideo-bloggerviralviral marketingvlogwebcamwebvideoYouTube
Sign-In

Sign-In to Folksonomy

Can't access your account?

New to Folksonomy?

Sign-Up or learn more.