Today's advertisers are looking to benefit by associating with something new and hip, a process that anthropologist Grant McCracken labeled

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The term "the movement of meaning" was coined by anthropologist Grant McCracken to describe the way that advertisers seek to associate their products with new and hip cultural trends in order to stay relevant and appealing to consumers. This process is driven by a desire to tap into the cultural meanings and values that are associated with these trends, and to create an emotional connection between the product and the consumer. However, according to McCracken, this approach can lead to a kind of "semantic exhaustion" where cultural meanings become diluted and lose their power over time.

Today's Advertisers Are Looking to Benefit by Associating with Something