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240MC Advertising Lecture Four How are they Advertising in the Digital Age? John Keenan

240MC Advertising Lecture Four How are they Advertising in the Digital Age? John Keenan john.keenan@coventry.ac.uk. So far… The Cultural and Semiotic Analysis of Advertising Advertising’s role in maintaining capitalism How advertisers targeting groups help to create social roles

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240MC Advertising Lecture Four How are they Advertising in the Digital Age? John Keenan

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  1. 240MC Advertising Lecture Four How are they Advertising in the Digital Age? John Keenan john.keenan@coventry.ac.uk

  2. So far… The Cultural and Semiotic Analysis of Advertising Advertising’s role in maintaining capitalism How advertisers targeting groups help to create social roles The audience’s inbuilt resistance to advertising

  3. Today • Advertising in a digital age • The digital age • The rise of global brands • Methods of cutting through noise

  4. “In its simplest sense the word ‘advertising’ means ‘drawing attention to something’, or ‘notifying or informing somebody of something” Gillian Dyer

  5. Gives meaning Creates ‘needs’ notify inform drawing attention to

  6. Advertising is dead…. ‘At some point these words ceased to have meaning. We no longer believed that one product was any brighter or cleaner than any other…by the early 1990s a new approach to marketing came to the fore’ The Persuaders, PBS

  7. Source: Ofcom 5 years

  8. Advertising is dead…. Long live advertising

  9. The digital age 1981 =

  10. 01101001001001000001001111101010010100010101000101000100100001010001000100001001000010111110101001101010101000010100010100001010010101001011111110010100010010000100000010100100010111111111110000111111111000110100101001001010000000000110100100100100000100111110101001010001010100010100010010000101000100010000100100001011111010100110101010100001010001010000101001010100101111111001010001001000010000001010010001011111111111000011111111100011010010100100101000000000 = binary 010101110111101110101000010100101111001110100100100011111111001001000010111110100010010000001000100010001000111111110101010101000100100001000010000100010100010001000 =

  11. E.g. cd =0011001010

  12. The digital age = Amount Portability Interactivity

  13. The digital age Optic-fibre cable

  14. Contemporary rhetoric suggests that we live in a unitary world in which space and time have collapsed and the experience of distance imploded forever Sreberny-Mohammadi, 1997: p.177

  15. ‘After three thousand years of explosion, by means of fragmentary and mechanical technologies, the Western world is imploding. During the mechanical ages we had extended our bodies in space. Today, after more than a century of electrical technology, we have extended our central nervous system itself in a global embrace, abolishing both time and space as far as our planet is concerned…As electrically contracted, the globe is no more than a village’ McLuhan, 1964, pp11-12 cited in Sreberny-Mohamadi, 1997, p.177

  16. 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’

  17. Global branding Gillette Gillette

  18. Global branding

  19. .. ‘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

  20. 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

  21. 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-shell-crisis

  22. Global branding Corporate memory Nike – ‘irreverance justified’

  23. 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

  24. Global advertising communities Roland Barthes Mythologies

  25. 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

  26. 2. New styles of advertising

  27. 2. New styles of advertising Hyperreal Simulacra = the image has no relation to any reality whatsoever

  28. 2. New styles of advertising Hyperreal

  29. 2. New styles of advertising: irony ii)

  30. 2. New styles of advertising: bricolage ‘Postmodern images…not only escape referentiality and ideology, also escape textual discipline exerted by organising concpets 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

  31. 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

  32. Postmodernism: identity The death of God left the angels in a strange position. They were overtaken suddenly by a fundamental question… The question was, ‘What are angels?’

  33. Method 1 Stealth advertising

  34. Method 1 Stealth advertising News 72point.com

  35. Travelodge

  36. Ann Summers

  37. Method 2: 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

  38. Method 3: Move online http://www.emarketer.com/BrowseResearch.aspx

  39. Method 4: 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 Till receipt Banner ad ATM Loyalty card Facebook/MySpace Sponsored link Google stores all the information. Acxiom uses information

  40. Method 5: sponsorship

  41. Method 6: Buzz advertising Buzz marketing 2-step flow The Alpha Pup - P-O-X

  42. Method 7: Viral Marketing

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