New Media New Methods
description
Transcript of New Media New Methods
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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
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Budweiser sales fall 8.3%
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Turkey TwizzlersSales Rise 32%
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Fear 2.41
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‘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
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Bill Murray
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Osgood and Schramm
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Levis
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Stuart Hall (1973)
Encoding-Decoding Theory
Dominant
Oppositional
Negotiated
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EAT
MORE
BEANS
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PolysemyPreferred meaningAnchorage
healthy
temptation
Teacher’s pet
Clean teeth
food
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red
Evil
West
Keeps evil away
China
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green
Nature
West
Islam
Africa
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ParadigmaticSyntagmatic
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Our advertising is a test of what you bring to the advert – Oliviero Toscani
Roland Barthes –’the death of the author’
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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
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The number of times the white team gets has the ball
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Advertising literacy
Ritson and Elliot (1995)
Adverts are an ‘advertising literacy event’
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We are active seekers not passive dupes
James Twitchell – lead us into temptation
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Sales of Dairy Milk up 9%
1 week – 500,000 views
70,000 Facebook site
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‘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
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L’Oreal
Intel
PC World
McDonald’s
Danone
Maybelline
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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
Postmodernism is both an aesthetic style and a theoretical accountJohn Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.58
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‘Culture and commerce are now fully intertwined’
Davidson M, The Consumerist Manifesto, 1992, London: Routledge, p.191
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‘The self is a symbolic project, which the individual must actively construct out of the available symbolic materials’
Elliot, and Wattanasuwen p.131
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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
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There is no authentic reality for us to experience
New York
Postmodernism: hyper-reality
image=reality; reality=image
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Postmodernism: simulacrum
Images escape referentiality
a copy of a copy of a copy - no original
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Simulacra = the image has no relation to any reality whatsoever
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Postmodernism: refusal of meaning
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2. New styles of advertising : Intertextuality
Think
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‘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. New styles of advertising: bricolage
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2. Postmodernism: pastiche
The shift is not one of significance but spectacleJohn Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.58
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New Media
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Source: Ofcom 2005-10
5 years
1. The digital age
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1981
=
1. The digital age
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=0011001010
E.g. cd
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=
1. The digital age
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Optic-fibre cable
1. The digital age
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4G
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Advertising is dead….
Long live advertising
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1. Go Global2. Focus on PR3. Go below the line4. Go online5. Direct marketing6. Sponsorship7. Buzz8. Viral9. Banned10.Don’t advertise11.Go guerilla
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‘One sight, one sound, one sell’
Coca-colaization(Hannerz, 1992:p.217 cited in Howes D, Cross-Cultural Consumption,1996,London: Routledge, p.3)
1. Global branding
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Global branding
GilletteGillette
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Global branding
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‘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
..
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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
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Helping people build a better world
WOMAC
Global branding
Corporate social responsibility - CSR
http://www.guardian.co.uk/business/cif-green/2010/nov/09/niger-delta-shell-crisis
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Corporate memory
Nike – ‘irreverance justified’
Global branding
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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
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Global advertising communities
Roland BarthesMythologies
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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
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Travelodge
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Ann Summers
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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
3: Move Below the Line
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4: Move online
http://www.emarketer.com/BrowseResearch.aspx
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5: personalised adverts
Sponsored link
Rich media interactive billboards
Banner ad
Loyalty card
‘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
TextTill receipt
ATM
Facebook/MySpace
Google stores all the information. Acxiom uses information
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6: sponsorship
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Buzz marketing
2-step flow
The Alpha Pup - P-O-X
7: Buzz advertising
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8: Viral Marketing
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9: Get banned
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10: Don’t advertise
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11: Go guerilla
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Advertising and Emotion
What is emotion?
Emotions are targeted by advertisers
7 innate emotions
Why are emotions targeted?
What affects emotions
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What is emotion?
Cognitive
Biological
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The Persuaders
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Neuromarketing
Coke
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From Brands to Lovemarks
www.lovemarks.com
‘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
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Further reading
Descarte’s Error Antonio DamasioWalter Freeman How the Brain Makes Up its MindJonah Lehrer The Decisive Moment
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Advert Stimuli
Chemical secretion
Heart; Skin; Muscle; Pupils etc
Goal/Need Significance CheckCoping Potential Check Norm/Self Compatibility Check
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1. Global common denominator
Why emotions are targeted
2. Emotional contagion
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3. Judgement simplifying device
Why emotions are targeted
4. Mood congruent memory
5. Attentioning
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7fear; anger; love; happiness; sadness; surprise; disgust
Emotions Targeted
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Emotions Targeted
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Fear
Emotions Targeted
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love
Emotions Targeted
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Disgust
Emotions Targeted
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Surprise
Emotions Targeted
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Emotions Targeted
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ANGER
Emotions Targeted
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•Voice prosody
•Face
•Silence
•Winning
•Music
•Humour
•Happy Noises
What affects the emotions?
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Wants had to become Needs
Advertising and Capitalism
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The triune brain
Unconscious
Subconscious
Conscious
Creating Needs: Freud
Sigmund Freud
Advertising and Capitalism
Method 2: Freudian Techniques
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Unconscious
Animal desires
sex
power
Food
Creating Needs: FreudAdvertising and Capitalism
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Subconscious
Fears, dreams and anxiety
Oral retention
Anal retention
Sublimated anxiety
psychoanalysis
Creating Needs: FreudAdvertising and Capitalism
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Conscious
Aware
but
controlled by sub and un
cannot accept unconscious drives
Creating Needs: FreudAdvertising and Capitalism
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Edward Bernays
‘constantly moving happiness machines’Herbert Hoover29/4/2002 The Century of the Self
Creating Needs: FreudAdvertising and Capitalism
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Creating Needs: FreudAdvertising and Capitalism
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Creating Needs: FreudAdvertising and Capitalism
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Creating Needs: FreudAdvertising and Capitalism
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Creating Needs: FreudAdvertising and Capitalism
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Flake
Creating Needs: FreudAdvertising and Capitalism
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