The Book by Hopkins - better understanding of the branding market that exists today Essay

Chapter Five The Good Life
In this chapter, Hopkins does not do much but discuss ways through which marketing has provided a sense of categorization within the consumers and their preferences for goods and services. In other words, this types of marketing have created an instigated 'good life' that is appealing to the customers which ultimately compels them to have a taste for a given product or service.
Chapter Six Morality for Sale
In this chapter, Hopkins shifts his attention to the manner in which marketing provides clear and embedded lessons that are related to morality and moral responsibility of each and every person. He explores the values that are expressed by individuals through various markets and the things that are held close to heart when it comes to moral responsibility. He continues to note that morality in the present world has become more a consumer product in comparison to it being referred to like a practice or responsibility.
Chapter Seven Morality as Consumption
As previously noted in Chapter 6, morality has become a consumer product. Hopkins continues to explore this matter further in this section that forms the epitome of the second part of the book. He notes that some marketing campaigns have completely altered the art of advertising to one that is focused on moral activism. He argues that consumption has lost its meaning and commercialization companies are now focused on selling morality rather than the product in itself.
Chapter Eight Morality as Propaganda.
In the concluding chapter of the book, Hopkins writes on what the answers are on defining morality in today's modern culture that seems to have lost its meaning and value for a long time coming. He proposed that morality is already a sociological propaganda that is in line with arguments raised by Jacques Ellul. He concludes that morality in itself has been altered by marketing brands of the present time.
There are certain things that consumers believe to be true since they have been given these beliefs by modern branding cultures that are prevalent in today's society. In essence, Hopkins attempts to separate the facts from the flaws that have been created by famous brands. He understands that the world today is based on various beliefs that are popularized by companies that are out to make profits in the billions. The consumers are eventually forced to bear the consequences of these moves without their knowledge. The book was an interesting read that talks about the needs of customers rather than what companies need to do to have more clients lining up for their products. It is sad that most authors are willing to make money out of telling lies to manufacturers that ultimately culminate in loss of consumer confidence. In conclusion, the truth needs to be put out there, and Hopkins is a trendsetter for other writers, and they need to follow suit. The book is recommended to all consumers that would like to have a better understanding of the branding market that exists today.