advertising and commercial culture our increasingly sponsored
TRANSCRIPT
Advertising
and Commercial Culture
Our increasingly sponsored lives
• David Foster Wallace’s Infinite Jest• College football bowl games:
Our increasingly sponsored lives
• David Foster Wallace’s Infinite Jest• College football bowl games:
– Nokia Sugar Bowl– Tostitos Fiesta Bowl– Fed Ex Orange Bowl– Chick-fil-A Peach Bowl
Our increasingly sponsored lives
• Sports facilities:
Our increasingly sponsored lives
• Sports facilities:– Coors Field (Denver)– United Center (Chicago)– Fleet Center (Boston)– Bank One Ballpark (Arizona)– McLeod Arena
Our increasingly sponsored lives
Where have you seen ads lately?
TV: 1 hour prime time TV – 1988: 10:17 ads– 1998: 15:40 ads– 2004: 16:27– 2005: 17:00– 2007:
Advertising History
• 3000 B.C. - ancient Babylon, shop owners hung signs
• U.S: early 1800s -- first ad agencies were space brokers. Bought newspaper space and resold it.
• 1875: N.W. Ayer, first modern ad agency, Philadelphia.
Advertising History
• Late 1800s -- department stores and patent medicines as major advertisers.
• Advertising invented “problems” that needed to be solved by products– E.g., Odor Oh No– AXE soap
• Radio: first ad, 1922– Advertise to people in their living
rooms– Targeted kids– Sell soap on soap operas
• Slogans– No More Tears (Johnson & Johnson)– Nobody Doesn’t Like Sara Lee (Sara Lee)– Nothin' says lovin' like somethin' from the oven
(Pillsbury)– Once you pop, you can't stop! (Pringles)
– M'm, M'm, Good! (Campbell's)– Quality is Job 1. (Ford)– Snap! Crackle! Pop! (Kellogg's Rice Krispies)– See the USA in your Chevrolet. (Chevrolet)
Advertising Today
• Influence of visual design:– 1960s-70s -- European design– 1980s --
Advertising Today
• Influence of visual design:– 1960s-70s -- European design– 1980s -- MTV -- changes visual style
for TV ads, makes hit music part of advertising
– 1990s --
Advertising Today
• Influence of visual design:– 1960s-70s -- European design– 1980s -- MTV -- changes visual style
for TV ads, makes hit music part of advertising
– 1990s -- the Internet• Google• Yahoo!• MSN
Advertising Today
Agencies– Mega Agencies --
•Omnicom: $6.7 billion (21.5 %) •WPP Group: $4.54 billion (14.6%)•Interpublic: $3.65 billion (11.7 %)•Publicis: $2.76 billion (8.9%)
• GOOGle: $16.6 billion
Advertising Today
Agencies
– Boutique Agencies -- like Wieden & Kennedy, Digital Kitchen, Peterson Milla Hooks
Advertising Today
• The Structure of Agencies
– Market Research - VALS (SRI Business Consulting)
– Creative Development– Media Selection– Account and Client Management
Persuasive Techniques
• Famous person testimonial• Plain folks• Snob appeal• Bandwagon effect• Hidden fear• Irritation• Unique selling proposition
Persuasive Techniques
• Association Principle -- associate product with a positive cultural image or value
• Disassociation Corrolary• Liberation Marketing - product
takes the language of rebellion, nonconformity
Persuasive Techniques
• Myth Analysis (Claude Levi-Strauss)
– Narrative -- tells us a story– Binary Opposition - conflict– Resolution
Critical Issues in Advertising
1) Children and advertising– Influence $500 billion in spending
each year– Advertising in Schools
• Channel One
Critical Issues in Advertising
2) Health and Advertising– Eating Disorders – Tobacco– Alcohol– Prescription Drugs
• Not advertised until 1997• $4.7 billion in 2005• FDA enforcement of misleading claims on the
decline
Critical Issues in Advertising
Advertising and DemocracyBroadcasters earned from political ads:
1996 -$400 million2000 -$665 million 2004 -$1.6 billion2008: $2.5 billion
Campaign ads are about 10% of total revenue in those years. How does this affect broadcasters’ support for campaign finance reform?