Political Consumerism and Branding: An Analysis of the Exploitation of Political Movements for Brand Equity and Profit

This article discusses the ways in which companies and brands project certain political affiliations to consumers. The exploitation or co-option of political or social movements in branding and advertising has been seen for decades, and it is now particularly prevalent since the election of President Trump. In order to be competitive in an era of political consumerism and an age when brands are expected to make a statement or take action regarding political movements, they are facing an increased pressure to integrate values into their brand identities in order to connect to consumers. In this essay, I ask how the commercialization and exploitation of political movements by large corporations prove to be a success for some brands and a failure for some others. Through a case study of the three separate brands—Pepsi, Procter and Gamble, and Nike—and the analysis of their advertisements, owned media, consumer reactions and comments, and previous brand activism/stances, I propose that there are three factors that must be present in order for the co-option of social movements in ads to be successful. These factors are authenticity, a brand\u27s commitment to the issue, and transparency.

Photoacid behaviour in a fluorinated green fluorescent protein chromophore:Ultrafast formation of anion and zwitterion states

The photophysics of the chromophore of the green fluorescent protein in Aequorea victoria (avGFP) are dominated by an excited state proton transfer reaction. In contrast the photophysics of the same chromophore in solution are dominated by radiationless decay, and photoacid behaviour is not observed. Here we show that modification of the pKa of the chromophore by fluorination leads to an excited state proton transfer on an extremely fast (50 fs) time scale. Such a fast rate suggests a barrierless proton transfer and the existence of a pre-formed acceptor site in the aqueous solution, which is supported by solvent and deuterium isotope effects. In addition, at lower pH, photochemical formation of the elusive zwitterion of the GFP chromophore is observed by means of an equally fast excited state proton transfer from the cation. The significance of these results for understanding and modifying the properties of fluorescent proteins are discusse

Complete Proton Transfer Cycle in GFP and Its T203V and S205V Mutants

Proton transfer is critical in many important biochemical reactions. The unique three‐step excited‐state proton transfer in avGFP allows observations of protein proton transport in real‐time. In this work we exploit femtosecond to microsecond transient IR spectroscopy to record, in D2O, the complete proton transfer photocycle of avGFP, and two mutants (T203V and S205V) which modify the structure of the proton wire. Striking differences and similarities are observed among the three mutants yielding novel information on proton transfer mechanism, rates, isotope effects, H‐bond strength and proton wire stability. These data provide a detailed picture of the dynamics of long‐range proton transfer in a protein against which calculations may be compared

Photoprotolytic Processes of Lumazine

Steady-state and time-resolved UV–vis spectroscopies were used to study the photoprotolytic properties of lumazine, which belongs to a class of biologically important compoundsthe petridines. We found that in water an excited-state proton transfer occurs with a time constant of ∼70 ps and competes with a nonradiative rate of about the same value. The nonradiative rate of the protonated form of lumazine in polar and nonpolar solvents is large <i>k</i>_nr ≥ 1.5 × 10¹⁰s^–1. The fluorescence properties indicate that in water, the ground-state neutral form of lumazine is already stable in two tautomeric forms. The fluorescence of the deprotonated form is quenched by protons in acidic solutions with a diffusion-controlled reaction rate. We conclude that the neutral form of lumazine is an irreversible mild photoacid

Excited-State Proton Transfer in Resveratrol and Proposed Mechanism for Plant Resistance to Fungal Infection

Steady-state and time-resolved fluorescence techniques were employed to study the photophysics and photochemistry of <i>trans</i>-resveratrol. <i>trans</i>-Resveratrol is found in large quantities in fungi-infected grapevine-leaf tissue and plays a direct role in the resistance to plant disease. We found that <i>trans</i>-resveratrol in liquid solution undergoes a trans–cis isomerization process in the excited state at a rate that depends partially on the solvent viscosity, as was found in previous studies on <i>trans</i>-stilbene. The hydroxyl groups of the phenol moieties in resveratrol are weak photoacids. In water and methanol solutions containing weak bases such as acetate, a proton is transferred to the base within the lifetime of the excited state. When resveratrol is adsorbed on cellulose (also a component of the plant’s cell wall), the cis–trans process is slow and the lifetime of the excited state increases from several tens of picoseconds in ethanol to about 1.5 ns. Excited-state proton transfer occurs when resveratrol is adsorbed on cellulose and acetate ions are in close proximity to the phenol moieties. We propose that proton transfer from excited resveratrol to the fungus acid-sensing chemoreceptor is one of the plant’s resistance mechanisms to fungal infection

Photoprotolytic Processes of Umbelliferone and Proposed Function in Resistance to Fungal Infection

The photoprotolytic processes of 7-hydroxy-coumarin (Umb) were investigated by steady-state and time-resolved-fluorescence techniques. We found that the Umb compound is a photoacid with p<i>K</i>_a* ≈ 0.4 and a rate constant of the excited-state proton transfer (ESPT) to water of 2 × 10¹⁰ s^–1. Umb is also a photobase and accepts an excess proton in solution and also directly from weak acids like acetic acid. When Umb is adsorbed on cellulose it also functions as a photoacid and a photobase. Hydroxycoumarins are known to accumulate next to fungal-, bacterial-, and viral-infected regions in the leaves and stems of plants in general and also in trees. We propose that these compounds when irradiated by sunlight UV, combat the fungi or bacteria by excited-state proton-transfer reactions. These photoprotolytic reactions provide a universal resistance mechanism to infections in plants

Excited-State Proton Transfer of Weak Photoacids Adsorbed on Biomaterials: Proton Transfer on Starch

Steady-state and time-resolved fluorescence techniques were employed to study the excited-state proton transfer (ESPT) from a photoacid adsorbed on starch to a nearby water molecule. Starch is composed of ∼30% amylose and ∼70% amylopectin. We found that the ESPT rate of adsorbed 8-hydroxy-1,3,6-pyrene­trisulfonate (HPTS) on starch arises from two time constants of 300 ps and ∼3 ns. We explain these results by assigning the two different ESPT rates to HPTS adsorbed on amylose and on amylopectin. When adsorbed on amylose, the ESPT rate is ∼3 × 10⁹s^–1, whereas on amylopectin, it is only ∼3 × 10⁸ s^–1

Excited-State Proton Transfer of Weak Photoacids Adsorbed on Biomaterials: 8‑Hydroxy-1,3,6-pyrenetrisulfonate on Chitin and Cellulose

Time-resolved and steady-state florescence measurements were used to study the photoprotolytic process of an adsorbed photoacid on cellulose and chitin. For that purpose we used the 8-hydroxy-1,3,6-pyrenetrisulfonate (HPTS) photoacid which transfers a proton to water with a time constant of 100 ps, but is incapable of doing so in methanol or ethanol. We found that both biopolymers accept a proton from the electronically excited acidic ROH form of HPTS. The excited-state proton-transfer (ESPT) rate of HPTS adsorbed on chitin is greater than that on cellulose by a factor of 5. The ESPT on chitin also occurs in the presence of methanol or ethanol, but at a slower rate. The transferred protons can recombine efficiently with the conjugate excited base, the RO^– form of HPTS

Excited-State Proton Transfer of Weak Photoacids Adsorbed on Biomaterials: Proton Transfer to Glucosamine of Chitosan

UV–vis steady-state and time-resolved techniques were employed to study the excited-state proton-transfer process from two weak photoacids positioned next to the surface of chitosan and cellulose. Both chitosan and cellulose are linear polysaccharides; chitosan is composed mainly of d-glucosamine units. In order to overcome the problem of the high basicity of the glucosamine, we chose 2-naphthol (p<i>K</i>_a* ≈ 2.7) and 2-naphthol-6-sulfonate (p<i>K</i>_a* ≈ 1.7) as the proton emitters because of their ground state p<i>K</i>_a (≈9). Next to the 1:1 cellulose:water weight ratio, the ESPT rate of these photoacids is comparable to that of bulk water. We found that the ESPT rate of 2-naphthol (2NP) and 2-naphthol-6-sulfonate (2N6S) next to chitosan in water (1:1) weight ratio samples is higher than in bulk water by a factor of about 5 and 2, respectively. We also found an efficient ESPT process that takes place from these photoacids in the methanol environment next to the chitosan scaffold, whereas ESPT is not observed in methanolic bulk solutions of these photoacids. We therefore conclude that ESPT occurs from these photoacids to the d-glucosamine units that make up chitosan