Ulteriori informazioni
Facharbeit (Schule) aus dem Jahr 2011 im Fachbereich Didaktik - Englisch - Landeskunde, Note: 1, Geschwister-Scholl-Gymnasium Lüdenscheid, Sprache: Deutsch, Abstract: Table of Contents1 Introduction2 Americanisation2.1 Definition2.2 Historical development2.3 Current situation3 Abercrombie and Fitch3.1 Abercrombie a global player3.2 Abercrombie's secret of success4 Abercrombie a part of Americanisation5 Conclusion....................................................................... 136 References.......................................................................147 Appendix..........................................................................158 Declaration......................................................................1 Introduction"The illusion of America as a wonderland will continue as long as......it's profitable to continue the illusion. At the point where theillusion becomes too expensive to maintain, they will just take down the scenery, they will move the tables and chairs out of the way, then they will pull back the curtains and you will see the brick wall at the back of the theatre." (Frank Zappa) 1Frank Zappa used this phrase to show the capitalistic policy in America and its successful way in spreading out its mass culture all over the world.What is it, that fascinates so much that one wants to live the "American way/dream"? Wear the same things like Americans? BE like Americans? That is the question that I am nterested in and which I want to solve in my skilled work.I have been to the USA a few times and I have seen myself going through the process of being manipulated in a kind of way that convinced me of an America as a place seemingly with no boundaries where everything seems to be possible. Therefore I want to look behind the scenes of the idealisation of this country and show how it has changed during the last few decades. I will point out the development of Americanisation together with the connected changes of culture and society that follow. I will use the example of the global player and fashion brand Abercrombie and Fitch to illustrate this development and I will clarify how this company makes use of the position of America as a global role-model to successfully apply their marketing strategies.
