I suspect a lot of 'brand name' use comes from women's fiction, and is used to convey ideas of status and luxury - the heroine doesn't just wear shoes, she wears 'this season's kitten-heeled ankle-strapped scarlet Manolo Blahniks' and drinks 'a tall semi-skinny caramel frappuchino with a hazelnut shot' instead of a cup of coffee. Mind you, I've come across the same sort of thing in some men's books - I remember a series called 'The Survivalist' where not only were the hero's (many) guns each described in detail, but each round of ammunition! |