Advertising and Commercial Culture Our increasingly sponsored ...

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Advertising and Commercial Culture Our increasingly sponsored ...

  1. 1. Advertising and Commercial Culture
  2. 2. Our increasingly sponsored lives <ul><li>David Foster Wallace’s Infinite Jest </li></ul><ul><li>College football bowl games: </li></ul>
  3. 3. Our increasingly sponsored lives <ul><li>David Foster Wallace’s Infinite Jest </li></ul><ul><li>College football bowl games: </li></ul><ul><ul><li>Nokia Sugar Bowl </li></ul></ul><ul><ul><li>Tostitos Fiesta Bowl </li></ul></ul><ul><ul><li>Fed Ex Orange Bowl </li></ul></ul><ul><ul><li>Chick-fil-A Peach Bowl </li></ul></ul>
  4. 4. Our increasingly sponsored lives <ul><li>Sports facilities: </li></ul>
  5. 5. Our increasingly sponsored lives <ul><li>Sports facilities: </li></ul><ul><ul><li>Coors Field (Denver) </li></ul></ul><ul><ul><li>United Center (Chicago) </li></ul></ul><ul><ul><li>Fleet Center (Boston) </li></ul></ul><ul><ul><li>Bank One Ballpark (Arizona) </li></ul></ul><ul><ul><li>McLeod Arena </li></ul></ul>
  6. 6. Our increasingly sponsored lives <ul><li>Where have you seen ads lately? </li></ul>
  7. 7. <ul><li>TV: 1 hour prime time TV </li></ul><ul><ul><li>1988: 10:17 ads </li></ul></ul><ul><ul><li>1998: 15:40 ads </li></ul></ul><ul><ul><li>2004: 16:27 </li></ul></ul><ul><ul><li>2005: 17:00 </li></ul></ul><ul><ul><li>2007: </li></ul></ul>
  8. 8. Advertising History <ul><li>3000 B.C. - ancient Babylon, shop owners hung signs </li></ul><ul><li>U.S: early 1800s -- first ad agencies were space brokers. Bought newspaper space and resold it. </li></ul><ul><li>1875: N.W. Ayer, first modern ad agency, Philadelphia. </li></ul>
  9. 9. Advertising History <ul><li>Late 1800s -- department stores and patent medicines as major advertisers. </li></ul><ul><li>Advertising invented “problems” that needed to be solved by products </li></ul><ul><ul><li>E.g., Odor Oh No </li></ul></ul><ul><ul><li>AXE soap </li></ul></ul>
  10. 10. <ul><li>Radio: first ad, 1922 </li></ul><ul><ul><li>Advertise to people in their living rooms </li></ul></ul><ul><ul><li>Targeted kids </li></ul></ul><ul><ul><li>Sell soap on soap operas </li></ul></ul>
  11. 11. <ul><li>Slogans </li></ul><ul><ul><li>No More Tears (Johnson & Johnson) </li></ul></ul><ul><ul><li>Nobody Doesn’t Like Sara Lee (Sara Lee) </li></ul></ul><ul><ul><li>Nothin' says lovin' like somethin' from the oven (Pillsbury) </li></ul></ul><ul><ul><li>Once you pop, you can't stop! (Pringles) </li></ul></ul><ul><ul><li>M'm, M'm, Good! (Campbell's) </li></ul></ul><ul><ul><li>Quality is Job 1. (Ford) </li></ul></ul><ul><ul><li>Snap! Crackle! Pop! (Kellogg's Rice Krispies) </li></ul></ul><ul><ul><li>See the USA in your Chevrolet. (Chevrolet) </li></ul></ul>
  12. 12. Advertising Today <ul><li>Influence of visual design: </li></ul><ul><ul><li>1960s-70s -- European design </li></ul></ul><ul><ul><li>1980s -- </li></ul></ul>
  13. 13. Advertising Today <ul><li>Influence of visual design: </li></ul><ul><ul><li>1960s-70s -- European design </li></ul></ul><ul><ul><li>1980s -- MTV -- changes visual style for TV ads, makes hit music part of advertising </li></ul></ul><ul><ul><li>1990s -- </li></ul></ul>
  14. 14. Advertising Today <ul><li>Influence of visual design: </li></ul><ul><ul><li>1960s-70s -- European design </li></ul></ul><ul><ul><li>1980s -- MTV -- changes visual style for TV ads, makes hit music part of advertising </li></ul></ul><ul><ul><li>1990s -- the Internet </li></ul></ul><ul><ul><ul><li>Google </li></ul></ul></ul><ul><ul><ul><li>Yahoo! </li></ul></ul></ul><ul><ul><ul><li>MSN </li></ul></ul></ul>
  15. 15. Advertising Today <ul><li>Agencies </li></ul><ul><ul><li>Mega Agencies -- </li></ul></ul><ul><ul><ul><li>Omnicom: $6.7 billion (21.5 %) </li></ul></ul></ul><ul><ul><ul><li>WPP Group: $4.54 billion (14.6%) </li></ul></ul></ul><ul><ul><ul><li>Interpublic: $3.65 billion (11.7 %) </li></ul></ul></ul><ul><ul><ul><li>Publicis: $2.76 billion (8.9%) </li></ul></ul></ul><ul><ul><ul><li>GOOGle: $16.6 billion </li></ul></ul></ul>
  16. 16. Advertising Today <ul><li>Agencies </li></ul><ul><ul><li>Boutique Agencies -- like Wieden & Kennedy, Digital Kitchen, Peterson Milla Hooks </li></ul></ul>
  17. 17. Advertising Today <ul><li>The Structure of Agencies </li></ul><ul><ul><li>Market Research - VALS (SRI Business Consulting) </li></ul></ul><ul><ul><li>Creative Development </li></ul></ul><ul><ul><li>Media Selection </li></ul></ul><ul><ul><li>Account and Client Management </li></ul></ul>
  18. 18. Persuasive Techniques <ul><li>Famous person testimonial </li></ul><ul><li>Plain folks </li></ul><ul><li>Snob appeal </li></ul><ul><li>Bandwagon effect </li></ul><ul><li>Hidden fear </li></ul><ul><li>Irritation </li></ul><ul><li>Unique selling proposition </li></ul>
  19. 19. Persuasive Techniques <ul><li>Association Principle -- associate product with a positive cultural image or value </li></ul><ul><li>Disassociation Corrolary </li></ul><ul><li>Liberation Marketing - product takes the language of rebellion, nonconformity </li></ul>
  20. 20. Persuasive Techniques <ul><li>Myth Analysis </li></ul><ul><li>(Claude Levi-Strauss) </li></ul><ul><ul><li>Narrative -- tells us a story </li></ul></ul><ul><ul><li>Binary Opposition - conflict </li></ul></ul><ul><ul><li>Resolution </li></ul></ul>
  21. 21. Critical Issues in Advertising <ul><li>1) Children and advertising </li></ul><ul><ul><li>Influence $500 billion in spending each year </li></ul></ul><ul><ul><li>Advertising in Schools </li></ul></ul><ul><ul><ul><li>Channel One </li></ul></ul></ul>
  22. 22. Critical Issues in Advertising <ul><li>2) Health and Advertising </li></ul><ul><ul><li>Eating Disorders </li></ul></ul><ul><ul><li>Tobacco </li></ul></ul><ul><ul><li>Alcohol </li></ul></ul><ul><ul><li>Prescription Drugs </li></ul></ul><ul><ul><ul><li>Not advertised until 1997 </li></ul></ul></ul><ul><ul><ul><li>$4.7 billion in 2005 </li></ul></ul></ul><ul><ul><ul><li>FDA enforcement of misleading claims on the decline </li></ul></ul></ul>
  23. 23. Critical Issues in Advertising <ul><li>Advertising and Democracy </li></ul><ul><li>Broadcasters earned from political ads: </li></ul><ul><ul><li>1996 -$400 million </li></ul></ul><ul><ul><li>2000 -$665 million </li></ul></ul><ul><ul><li>2004 -$1.6 billion </li></ul></ul><ul><ul><li>2008: $2.5 billion </li></ul></ul><ul><li>Campaign ads are about 10% of total revenue in those years. How does this affect broadcasters’ support for campaign finance reform? </li></ul>

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