M98MC
Week 4
John Keenan
John.keenan@coventry.ac.uk
So far
• 5 stages, 3 appeals, semiotics
• Consumer culture
• Targeting: demographics, psychographics,
lifestage, lifestyle, complex audience
• Postmodernism: loss of metanarratives,
choice, advertising and the creation of a self
Budweiser sales fall 8.3%
Turkey Twizzlers
Sales Rise 32%
Fear 2.41
‘The question of whether
advertising works is hard to answer
because advertising effects are real
but unpredictable’
Greg Myers, 1999, Ad Worlds, London: Arnold, p.4
naivety
Bill Murray
Osgood and Schramm
Levis
Stuart Hall (1973)
Encoding-Decoding Theory
Dominant
Oppositional
Negotiated
EAT
MORE
BEANS
temptation
Teacher’s
pet
Clean teeth
healthy
food
Polysemy
Preferred meaning
Anchorage
red
Keeps evil away
Evil
West
China
green
Islam
Africa
Nature
West
Paradigmatic
Syntagmatic
Our advertising is a test of what you bring to the advert – Oliviero Toscani
Roland Barthes –’the death of the author’
We must get away from the habit of thinking
in terms of what the media do to people and
substitute for it the idea of what people do
with the media’
James Halloran
Uses and Gratifications
James Halloran (1970) cited in O’Sullivan et al, Studying the Media, 1998, London: Arnold, p.129
The number of times the white team gets has the ball
Advertising literacy
Ritson and Elliot (1995)
Adverts are an ‘advertising literacy event’
We are active seekers not passive dupes
James Twitchell – lead us into temptation
Sales of Dairy Milk up 9%
1 week – 500,000 views
70,000 Facebook site
‘Advertising is the most influential institution of socialisation in modern society:
it structures mass media content;
it seems to play a key role in the construction of gender identity;
it impacts on the relation of children and parents..;
it dominates..political campaigns..;
it controls some of our most important cultural institutions such as sports and popular music;
and it has in recent years become a favourite topic of everyday conversation’
Sut Jhally, The Codes of Advertising, 1997, p.1
L’Oreal
Intel
PC World
McDonald’s
Danone
Maybelline
Postmodernism is both an aesthetic style and a theoretical account
John Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.58
Today..
1. Theoretical Account
i Identity
Ii Metanarratives
Iii Simulacrum and hyper-reality
Iv Trust
2. Style:
i
Refusal of meaning
ii
irony
iii
bricolage
iv
pastiche
v
intertextuality
‘Culture and commerce are now fully intertwined’
Davidson M, The Consumerist Manifesto, 1992, London: Routledge, p.191
‘The self is a symbolic project, which the
individual must actively construct out of the
available symbolic materials’
Elliot, and Wattanasuwen p.131
Postmodernism: hyper-reality
Advertising and the post-modern condition
Hyper-reality
Jean Baudrillard
‘Our society is image saturated…In one hour’s television viewing
one of us is likely to experience more images than a member of a
non-industrial society would in a lifetime…we live in a postmodern
period when there is no difference between the image and other
orders of experience’
John Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.56
Postmodernism: hyper-reality
New York
There is no authentic reality for us to experience
image=reality; reality=image
Postmodernism: simulacrum
Images escape referentiality
a copy of a copy of a copy - no original
Simulacra = the image has no relation to any reality whatsoever
Postmodernism: refusal of meaning
2. New styles of advertising : Intertextuality
Think
2. New styles of advertising: bricolage
‘Postmodern images…not only escape referentiality and ideology,
also escape textual discipline exerted by organising concepts such
as genre, medium or period. They can be and are culled from any
genre, any medium, any period’
John Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.57
2. Postmodernism: pastiche
The shift is not one of significance but spectacle
John Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.58
New Media
1. The digital age
Source: Ofcom 2005-10
5 years
1. The digital age
1981
=
E.g. cd
=0011001010
1. The digital age
=
1. The digital age
Optic-fibre cable
4G
Advertising is dead….
Long live advertising
1. Global branding
Coca-colaization
(Hannerz, 1992:p.217 cited in Howes D, Cross-Cultural Consumption,1996,London: Routledge, p.3)
‘One sight, one sound, one sell’
Global branding
Gillette
Gillette
Global branding
..
‘Differences between Brazilian and Arab sensibilities to
scantily clad men and women playing on a beach require
shooting different versions of the commercial so that each
version will fit local cultural values’
O’Barr, 1994: p.200
Global branding
Now a brand manager has an entirely
different responsibility. Their job
now is to create and maintain a
whole meaning system for people
through which they get identity and
understanding of the world. Their job
now is to be a community leader
Douglas Atkin, The Persuaders, PBS
Global branding
Helping people build a better world
WOMAC
Corporate social responsibility - CSR
http://www.guardian.co.uk/business/cif-green/2010/nov/09/niger-delta-shellcrisis
Global branding
Corporate memory
Nike – ‘irreverance justified’
And the conclusion was that people
whether they are joining a cult or
joining a brand do so for exactly
the same reasons they need to
belong they want to make meaning
we need to figure out what the
world is all about and we need the
company of others.
Douglas Atkin, The Persuaders, PBS
Global advertising communities
Roland
Barthes
Mythologies
When you listen to brand managers
talk you can get quite carried away in
this idea that they actually are
fulfilling these needs we have for
community and transcendence but in
the end it is a laptop and a pair of
running shoes and they might be
great but they are not actually going
to fulfil these needs
Naomi Klein, The Persuaders, PBS
The Fall of Advertising and
the Rise of PR
72point.com
Travelodge
Ann Summers
3: Move Below the Line
Above the line
Traditional mass media
Below the line
Leaflet folder brochure catalogue timetable postcard stationery
diary pelmet dummy pack wire stand clock trade figure display
stand crowner sticker sample coaster ashtray shelf edging sky
writing sky banner airship projection calendar CD DVD carrier bag
t-shirt sweatshirt cap pullover scarf umbrella tie jacket sash towel
flag playing cards matchbooks paperclips badge sticker
4: Move online
http://www.emarketer.com/BrowseResearch.aspx
5: personalised adverts
‘The time has long passed when buying and selling was an unmediated
activity that took place in a market..we are now accustomed - and often
jaundiced - to commercials … homogeneous messages may be on the
wane. More narrowly focused messages that are better fitted to our
consuming profiles are on the rise’
O Barr, 1994: p.200
Rich media interactive billboards
Text
ATM
Till receipt
Banner ad
Loyalty card
Facebook/MySpace
Sponsored link
Google stores all the information. Acxiom uses information
6: sponsorship
7: Buzz advertising
Buzz marketing
2-step flow
The Alpha Pup - P-O-X
8: Viral Marketing
9: Get banned
10: Don’t advertise
11: Go guerilla
Advertising and Emotion
What is emotion?
Emotions are targeted by advertisers
7 innate emotions
Why are emotions targeted?
What affects emotions
What is emotion?
Cognitive
Biological
The Persuaders
Neuromarketing
Coke
From Brands to Lovemarks
‘Brands have run out of juice’
‘Lovemarks reach your heart as well as
your mind’
‘Take a brand away and people will find a
replacement. Take a Lovemark away and
people will protest its absence’
Saatchi and Saatchi
www.lovemarks.com
Further reading
Descarte’s Error Antonio Damasio
Walter Freeman How the Brain Makes Up its Mind
Jonah Lehrer The Decisive Moment
Advert Stimuli
Chemical secretion
Heart; Skin; Muscle; Pupils etc
Goal/Need Significance Check
Coping Potential Check
Norm/Self Compatibility Check
Why emotions are targeted
1. Global common denominator
2. Emotional contagion
Why emotions are targeted
3. Judgement simplifying device
4. Mood congruent memory
5. Attentioning
Emotions Targeted
7
fear; anger; love; happiness; sadness; surprise; disgust
Emotions Targeted
Emotions Targeted
Fear
Emotions Targeted
love
Emotions Targeted
Disgust
Emotions Targeted
Surprise
Emotions Targeted
Emotions Targeted
ANGER
What affects the emotions?
•Voice prosody
•Face
•Silence
•Winning
•Music
•Humour
•Happy Noises
Advertising and Capitalism
Wants had to become Needs
Creating Needs:
Advertising
and Capitalism
Freud
Method 2: Freudian Techniques
The triune brain
Unconscious
Subconscious
Conscious
Sigmund Freud
Creating Needs:
Advertising
and Capitalism
Freud
Unconscious
Animal desires
sex
power
Food
Creating Needs:
Advertising
and Capitalism
Freud
Subconscious
Fears, dreams and anxiety
Oral retention
Anal retention
Sublimated anxiety
psychoanalysis
Creating Needs:
Advertising
and Capitalism
Freud
Conscious
Aware
but
controlled by sub and un
cannot accept unconscious drives
Creating Needs:
Advertising
and Capitalism
Freud
Edward Bernays
‘constantly moving happiness machines’
Herbert Hoover29/4/2002 The Century of the Self
Creating Needs:
Advertising
and Capitalism
Freud
Creating Needs:
Advertising
and Capitalism
Freud
Creating Needs:
Advertising
and Capitalism
Freud
Creating Needs:
Advertising
and Capitalism
Freud
Creating Needs:
Advertising
and Capitalism
Freud
Flake